Mr Kipling unveils Exceedingly Good range

Mr Kipling Exceedingly Good Cakes

Premier Foods, through its Mr Kipling brand, is launching a new Exceedingly Good Cake range, consisting of golden oaty cakes which include such ingredients as cranberry, orange and coconut.

The Exceedingly Good range is targeted at the increasing number of people who focus on a healthier lifestyle and prefer natural, ‘better for you’ options. Nearly two thirds of UK adults (63%) think health is important when food shopping, even though 89% still believe taste is the most critical factor.

The range goes in store this month initially with two variants – Cranberry & Orange Oat Slices and Dark Chocolate & Coconut Oat Slices – both less than 140 calories a slice.

Holly Bristow, Innovation Controller for Mr Kipling at Premier Foods, commented: “This is yet another example of innovation from Mr Kipling, in line with Premier Foods’ strategy of pursuing category growth. We believe there is real potential for ‘better for you’ cake, as this will attract new consumers and open up new consumption occasions.”

The Mr Kipling Exceedingly Good range is available in individually-wrapped packs of four with an rrp of £1.49.