Premier Foods expands Mr Kipling with five new product launches
The new flavours combine nostalgic favourites with contemporary taste profiles, designed to broaden the range’s appeal among younger consumers while maintaining relevance with existing shoppers.
UK – Premier Foods has announced a major product expansion for its flagship cake brand, Mr Kipling, introducing five new products across three of its most successful sweet-treat ranges.
At the heart of the rollout is a clear strategic push to win over a younger generation of consumers who have largely overlooked the brand’s traditional offerings.
The expansion includes three additions to the brand’s Whirls range, Cookies & Cream, Custard Cream, and Lemon & Raspberry, alongside the launch of Birthday Cake Slices and new Latte Tarts.
The new Whirls flavours will be available in four-pack formats, and the existing Caramelized Biscuit Whirls will also be moving into a four-pack format for the first time.
The contemporary flavour profiles, such as Cookies & Cream and Latte, are specifically designed to attract younger consumers who typically bypass the traditional ambient cake aisle.
The Latte Tarts comprise coffee-flavour icing, sponge, and sauce, creating a balanced sweetness and tapping into the growing appeal of coffee-inspired flavours with a more contemporary twist on the range.
Smaller pack sizes and modern formats are also intended to unlock new, flexible snacking occasions throughout the day, helping grocery retailers capture impulse purchases.
The new Whirls variants began their retail rollout in April, while the Birthday Cake Slices and Latte Tarts officially landed on major supermarket shelves in mid-May 2026.
The Whirls range is currently achieving rapid growth of 14.4% in value sales, underscoring the momentum Premier Foods is looking to build on with its latest innovations.
Naomi Shooman, Global Marketing Director for Sweet Treats at Premier Foods, said the launches were part of a deliberate effort to modernize the brand.
“These launches reflect our ambition to grow the appeal of the Mr Kipling brand, particularly among younger shoppers, through modern flavours and new formats. We’re bringing fresh energy to the packaged cakes aisle that we’re confident will increase penetration with a younger demographic and drive sales for retailers,” she said.
The move comes as branded sales across the Premier Foods group grew by 1.2% to £216 million (US$289.95M) over the 13 weeks to June 28, driven by an 11.34% jump in sales of its sweet-treat-branded products, including Mr Kipling and Cadbury cakes.
The new products are rolling out across selected UK retailers, including Asda, Morrisons, Tesco and Waitrose, with recommended retail prices ranging from £1.80 (US$2.42) to £3 (US$4.03).
Sign up to HERE receive our email newsletters with the latest news and insights from Africa and around the world, and follow us on our WhatsApp channel for updates.
