Regarded as the third most popular cake flavor at Easter, Simnel cake has seen a remarkable increase of 7.3% compared to 2023. Traditionally available in larger sharing sizes, Mr. Kipling has now adapted this classic cake into a smaller, more convenient format to meet the escalating demand.
This innovation is particularly aimed at shoppers aged 45 and above, who are increasingly seeking seasonally relevant options, according to the insights shared by the cake brand.
Fluffy and Moist
The new Simnel slices boast a fluffy and moist sponge enriched with dried fruit. These slices are thoughtfully sandwiched with a delectable marzipan flavor filling and are topped with a soft marzipan flavor icing, promising a delightful taste experience.
Commenting on the launch, Premier Foods Global Marketing Director for Sweet Treats, Naomi Shooman stated: “Mr. Kipling is renowned for its iconic seasonal products, and Easter remains highly important for attracting and driving penetration of newer, lighter buyers. Mr. Kipling brought in the most new shoppers of any Easter cake range in 2024.”
“With this latest launch, we hope to drive even more footfall into the aisle this Easter, engaging shoppers with seasonally relevant and fun flavor twists to enjoy across the season, helping retailers make the most of the opportunity on offer.”
Returning Favourites
This Easter, Premier Foods will also bring back popular favorites from its portfolio, including offerings from the Mr. Kipling and Cadbury Cakes lines. Among these are the Cadbury Mini Eggs Nest Cakes, Mr. Kipling Lemon & Raspberry Mini Batts, and Mr. Kipling Vanilla ‘Egg’ French Fancies.
The new Mr. Kipling Simnel slices are now available at a recommended retail price of £2 in Iceland and various retailers nationwide.