Premier Foods is launching Mr Kipling Deliciously Good - a new, better-for-you range of Mr Kipling cakes and pies.
The new range, which scores ‘exceptionally well’ in consumer taste testing, is Premier Foods’ first full range of non-HFSS (non-high fat, salt & sugar) branded cakes and marks a UK first for the category, representing a key move for Mr Kipling into the market for healthier treats.
Following three years of research and design, Deliciously Good taps into continued consumer demand for healthier options, without compromising on taste.
The launch also represents a major milestone in delivering against the Group’s Enriching Life Plan, which six-months ago set out a strengthened ESG strategy to support healthier, more sustainable lifestyles by more than doubling sales of its healthier products.
Alex Whitehouse, CEO of Premier Foods, commented: “Those who bake cakes themselves will understand that creating a cake with significantly less sugar, is healthier, and still tastes indulgent is no easy task, but using the expertise garnered from producing such an iconic brand over the last 50 years, our talented teams have made the impossible possible.
“We said a year ago that we were committed to providing great tasting, nutritious food and I’m delighted that we’ve created a product that caters to the growing demand for healthier treats - whether that’s helping existing consumers to make healthier swaps or attracting new shoppers. Deliciously Good will allow people to truly have their cake and eat it.”
Peter Wood, Cake Buying Manager at Tesco, added: "We’re delighted to be the first retailer launching the new, innovative Mr Kipling Deliciously Good range for our customers."