Premier Foods expands Mr Kipling with five sweet treats
Premier Foods has announced a major product expansion for its flagship cake brand, Mr Kipling. The manufacturer is introducing five new product launches across three of its most successful sweet treat ranges.
The extensive rollout includes three brand-new variations of its fast-growing Whirls range, a Birthday Cake Slices format, and contemporary Latte Tarts. Consequently, the company is aiming to inject fresh energy directly into the supermarket packaged cakes aisle.
Targeted flavour innovations and new formats
First, the company is capitalising on its highly successful Whirls range, which is currently achieving a rapid +14.4% growth in value sales. Premier Foods is rolling out three new flavour combinations in four-pack formats: Cookies & Cream; Custard Cream; and Lemon & Raspberry.
Additionally, the existing Caramelised Biscuit Whirls will transition into the smaller four-pack size. Therefore, these formats will make the range much more accessible to smaller UK households.
Furthermore, the company is building on the success of its £4.2 million Birthday Cake Tart by launching Birthday Cake Slices. This product combines a soft vanilla sponge, a fruit jam layer, and sweet fondant icing finished with sprinkles. Finally, the brand is introducing Latte Tarts, featuring coffee-flavoured icing, sponge, and sauce to offer a balanced, less traditional sweetness profile.
For Premier Foods, this launch represents a strategic push to modernise its classic brand portfolio. By blending nostalgic favourites with modern, trend-led flavour combinations, Premier Foods is intentionally moving to lower the average demographic age of its customer base.
Ultimately, the company is looking to achieve two core objectives:
- Attract younger shoppers: The contemporary flavour profiles like cookies & cream and latte are specifically designed to recruit younger consumers who typically bypass the traditional ambient cake aisle.
- Drive incremental retail volume: smaller pack sizes and modern formats unlock new, flexible snacking occasions throughout the day, which helps grocery retailers capture impulse purchases.
“These launches reflect our ambition to grow the appeal of the Mr Kipling brand, particularly among younger shoppers, through modern flavours and new formats,” says Naomi Shooman, global marketing director for sweet treats at Premier Foods.
“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.”
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.
