The new Deliciously Good range is the company’s first full range of non-HFSS (non-high fat, salt & sugar) branded cakes, which the food manufacturer said “marks a UK first for the category.”
Premier Foods said it also represents a major milestone in delivering against the group’s Enriching Life Plan, which six-months ago set out a strengthened strategy to support healthier, more sustainable lifestyles by more than doubling sales of its healthier products.
Made at Premier Foods’ Stoke and Carlton manufacturing sites, the cakes contain 30% less sugar and up to 10 times the amount of fibre than standard Mr Kipling ranges. They are also made with real fruit and provide as little as just 99 calories per portion.
The new range will include a range of Mr Kipling’s cake slices including Lemon, Bakewell, Angel, Chocolate, and Chocolate Caramel variants, which will be available in either snack packs or share packs, along with Bramley Apple Pies and Bramley Apple and Blackcurrant pies.
“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,” said Alex Whitehouse, chief executive of Premier Foods.
“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.”
The new cakes are launching in Tesco stores and rolling out across the market in the coming months.
Peter Wood, cake buying manager at Tesco, said: “We’re delighted to be the first retailer launching the new, innovative Mr Kipling Deliciously Good range for our customers.”
Over the coming months, Premier Foods said it would continue adding to its pipeline of innovation and NPD, which include products such as Loyd Grossman Reduced Fat Lasagne Sauces and reduced salt Paxo stuffing.