Mr Kipling has expanded its range of Easter products with new non-HFSS compliant Hot Cross Pies.
The limited-edition Easter product will be available across all grocery, wholesale and convenience channels from 27 February 2023.
According to the iconic FMCG brand, 87% of shoppers tend to buy more cake and sweet treats than usual over the Easter period. In addition, 83% agree they want to try new Easter flavours and themes.
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The pies, from Mr Kipling’s ‘Deliciously Good’ range, are spiced with an array of Easter flavours and reinvented in a pie format to provide consumers with a healthier sweet treat with 30% lower sugar.
The Hot Cross Pies will be available as a pack of six with a RSP of £1.75.
The pies join the wider Mr Kipling and Cadbury Easter cake range, which includes favourites like the Mr Kipling Lemon Bakewell and Cadbury Mini Egg Chocolate Cake.
“These non-HFSS pies contain 30% less sugar and real fruit pieces, making them ideal for driving penetration with health-conscious consumers,” brand director at Premier Foods said, Mathew Bird.
He added: “As they are HFSS compliant, Mr Kipling’s Deliciously Good Hot Cross Pies can be promoted throughout the store for maximum visibility.
“Shoppers also look to brands that they know and love during key seasons and – with Mr Kipling ranked as one of the top Easter cake brands – the new Deliciously Good Hot Cross Pies are set to help retailers boost basket spend,” Bird said.
The news comes as Premier Foods has reported a rise in sales in the first half of the year as more consumers opt to stay in rather than eat out.
