£10m treat


PREMIER Foods is putting a £10m marketing spend behind cake brand Mr Kipling in a bid to attract new shoppers and increase sales in the packaged cake category.

The push features new packaging, which includes ‘traffic light’ colour-coded nutrition labelling on the front of pack, across the range and a media campaign with the message: “Life is better with cake.”
“Shoppers often have a strong emotional connection to sweet treat brands,” said Jo Agnew, marketing controller. “The new approach builds on this connection by linking consumers’ fond memories of the brand and the delight when enjoying cake.”
TV advertising – including a partnership with The X Factor – will run until the middle of December 2014. Premier Foods has also launched two new festive cake packs – Mr Kipling Gingerbread Whirls and Cadbury Snow Cake Bars – in time for Christmas.
The company previously announced a £20m investment to double
the manufacturing capacity of Mr Kipling Snack Packs. Extra capability is due to come on stream in 2015.