Classic British cake and snacks brand Mr Kipling gains major US rollout
pic: Premier Foods
US consumers are about to gain a slice of the ‘exceedingly good’ British-founded cake and snacking brand Mr Kipling, which is gaining an extended roll-out in America, reports Neill Barston.
The business, which was created in Yorkshire, UK, in the 1960s as shoppers sought out an extended range of snacks that offered an alternative to classic bakery stores, has grown considerably in recent decades.
Manufacturer Premier Foods has confirmed that its series of high quality cakes are destined to be stocked by food aisles in 219 Target stores across the US.
Each cake slice is packed in individual pods to keep them moist and fresh. The portable packs allow consumers to take a well-deserved cake break anywhere, anytime; at home, at work, on the go or packed in a lunchbox.
As the company noted, seven in ten (69%) Americans admit they always bring a snack with them when they’re on-the-go, which remains a market with expanding potential.
The brand’s slices are available in Lemon, Chocolate, Vanilla and Salted Caramel. Featured in the bakery section of Target Stores. These patisserie style cakes create a 100% incremental, low labor, freeze thaw snacking solution to the in store bakery section. The launch will be supported with sampling, outdoor advertising and a digital coupon campaign.
“Mr Kipling is the perfect fit for the US market, filling the gap between consumers’ desire for high-quality sweet treats and the need for convenient, easy snacking formats,” said Diana Horwitz, US Country Manager for Premier Foods.
“Our research revealed consumers are wowed by the quality of our cakes and how fresh they taste, plus they loved their look – the European patisserie aesthetic. These beautiful cakes are perfect for a coffee break at home or easy to slip into a backpack for snacking on the go.”
The slices are now available in the bakery section of 219 Target stores in Alabama, Arizona, California, Colorado, Florida, Georgia, Illinois, Indiana, Iowa, Kansas, Louisiana, Minnesota, Missouri, North Carolina, North Dakota, Nebraska, Oklahoma, Tennessee, Texas, Utah, Virginia, Wisconsin.
