Premier extends Mr Kipling Halloween range

Mr Kipling Halloween cakes

Premier Foods has launched its Halloween seasonal range, available from 16 September, that sees the extension of the annual Roald Dahl-inspired summer range from Mr Kipling.

The two new limited-edition products, Grand High Witch’s Chocolate + Vanilla Slices (8-pack, RSP £1.50) and Formula 86 Chocolate Tarts (6-pack, RSP £1.50), are inspired by Roald Dahl’s ‘The Witches’ story. The terrifying treats have been developed to reflect specific elements of the story.

The new products are joined by returning favourites from Mr Kipling’s seasonal Halloween range, including Terrifying Toffee Whirls, Fiendish Fancies and Spooktacular Angel Slices.

Mr Kipling’s Bonfire Chocolate & Marshmallow slices will also make a return, as does the Cadbury Cakes Halloween range to mark the occasion, including Pumpkin Patch Cakes and Mini Bonfire Logs.

All Mr Kipling Halloween packs will for the first time feature an on-pack promotion. Consumers will have the chance to win one of 100 prizes, inspired by ‘The Witches’ story, every week.

Mathew Bird, Brand Director for Sweet Treats at Premier Foods, commented: “Despite the challenges we have all faced during the ongoing Covid-19 pandemic, consumers are still keen to engage with seasonal occasions over the coming months, as they look for opportunities to create positive experiences at home.

“Our returning favourites, alongside our new Roald Dahl inspired products from The Witches, have great appeal to a broad demographic of shoppers and are set to drive excitement and demand in the category again this year.”