THE Mr Kipling range has had a packaging revamp to tie in with the Premier Foods ‘Life is better with cake’ campaign. And the company is predicting high spring demand for both Mr Kipling Easter cakes and for its Cadbury cakes range.
Phil Ellis, category marketing director for cake at Premier Foods said: “Last year Mr Kipling and Cadbury cakes were the only brands to drive growth in the branded cake sector.
“The top 10 branded Easter lines belong to Mr Kipling and Cadbury. Together they accounted for 80% of all cake sales throughout the Easter period.”
The firm said its Mr Kipling Easter cake range grew by 4.3% in 2014 and had four of the 10 top-selling branded Easter cake lines.
Cadbury’s Mini Egg Easter cake range, it said, took first and second spot in the top-selling branded Easter cake lines with the full Cadbury Easter range recording year on year growth of 8.3%.