Premier Foods adds more to its on-the-go cakes and treat range
With 13% of shopper store visits used to buy food-to-go products, according to HIM research, retailers have a great opportunity to target this occasion and encourage impulse buys with the help of big name brands such as Mr Kipling and Cadbury Cakes.
That’s the view of Premier Foods, which has added two lines to its growing ‘Cake on the Go’ range – Mr Kipling Cherry Bakewells and Mr Kipling Orange & Cranberry Oat Slices.
“Following the initial launch of Cake on the Go in April, we are seeing positive results and great feedback from our wholesale and retail customers,” said Sarah O’Neill, head of ‘Cake on the Go’ at Premier Foods.
“The introduction of these new flavours will help retailers attract a wider audience and with POS available, we are working with customers to ensure the range is easy to merchandise, creating maximum impact.
“With the on-the-go market continuing to grow, our leading brands are perfectly placed to capture shopper attention whether they are purchasing a meal deal at lunchtime or choosing a snack to keep them going.”
With the new twin packs, the ‘Cake on the Go’ range is now six-strong, featuring Mr Kipling Chocolate Slices, Lemon Slices and Angel Slices as well as Cadbury Mini Rolls.
The new packs have an RRP of 89p for two cakes.
