Mr Kipling launches new non-HFSS confectionary range ahead of festive season


Mr Kipling owners Premier Foods has launched a new non-HFSS Christmas confectionary range ahead of the festive season.

The launch of the Christmas line-up is bringing back some best-sellers from across the confectionary brand, including low-sugar versions of Mr Kipling Festive Pies, Mr Kipling Plum, Pear & Cinnamon Pies and Mr Kipling Sticky Toffee Pudding Slices.

It forms a part of the British manufacturer’s ESG strategy, named its Enriching Life Plan, which lays out a set of ambitious targets including how to help consumers lead healthier and more sustainable lifestyles.

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Christmas is the biggest seasonal occasion for cake being worth £109million, however healthy sweet treats as a category is worth a total of £1.9billion.

According to Premier Foods, health factors now affect a vast majority of consumers’ everyday food and drink choices, with 73% of shoppers seeking healthier cake options.

The surge in spending around the Christmas period also helps retailers to drive huge sales in what’s known as the ‘Golden Quarter’.

“Our new Mr Kipling festive range caters to some of the biggest trends and changes in 2022, with both healthier and great tasting options proving popular amongst consumers,” brand director of sweets treats at Premier Foods, Mathew Bird said.

“We know shoppers rely on their favourite brands at Christmas and by launching new products that meet consumer demand along with popular best sellers, we look to help retailers drive sales each year.

“The Mr Kipling Deliciously Good range offers customers a variety of sweet treats without the guilt. The tasty cakes are made with real fruit and are lower in calories and sugar – and are non-HFSS compliant.”



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