Adding an even sweeter touch to the Christmas season this year
BAKED goods brand Mr Kipling has introduced two new Mince Pie variants to its Christmas line-up for this year, aiming to add in an even sweeter touch to the season.
Joining its range of festive favourites, the Premier Foods-owned brand has rolled out the new Mr Kipling Mince Pie Whirls along with a new two-pack format of the Signature Collection All Butter Mince Pies.
The additions aim to bring even more shopping opportunities for consumers and tap into the growing popularity of Mince Pie formats. This follows on from Circana data which found that Mince Pies have increased in sales value by 34% over the last five years and are now worth £79.6million.
The new Mr Kipling Mince Pie Whirls combines the brand’s iconic Mr Kipling Whirl biscuit with a unique twist on the classic mince pie taste – filled with brandy-flavoured creme and mincemeat flavour sauce. Premier Foods reckons the launch will help to grab the attention of shoppers this Christmas season with a different way to enjoy a classic staple of Christmas.
In addition to the Mince Pie Whirls, the new two-pack format for Mr Kipling’s Signature Collection All Butter Mince Pies offers a solution for smaller households to indulge during the Christmas period and encourage trial with new consumers.
Both products are available on shelf from September, allowing consumers plenty of time and shopping opportunities to drive up sales and delight shoppers in the run up to Christmas.
Both of the baked goods come with an RRP of £1.50 per pack.
Naomi Shooman, global marketing director for sweet treats at Premier Foods, said: “Christmas is a crucial time for the category, and mince pies remain at the heart of festive traditions. We know they’re a much-loved favourite, but we’re always looking for ways to surprise and delight consumers with new variations on classic flavours.
“With our Mince Pie Whirls, we’re hoping to bring excitement and intrigue to the Mince Pie segment, while our two-pack Signature Collection Mince Pies opens up even more opportunities for shoppers to enjoy a premium sweet treat.”
