Mr Kipling has introduced three new products to its popular cake range this September - Mr Kipling Fabulous Fancy, Mr Kipling Delectable Whirls and Mr Kipling Sharing Cakes.

Mr Kipling Fabulous Fancy is a jumbo-sized version of the iconic French Fancy, an instantly recognisable cake containing jam and vanilla flavoured filling with an rrp of £4.99.

Mr Kipling Delectable Whirls is available in two flavours, Rich Chocolate and Salted Caramel and has an rrp of £1.69.

Mr Kipling Sharing Cakes include Victoria Sponge, Lemon Sponge, Chocolate Cake, Coffee Cake and Raspberry and White Chocolate flavour Cake and have an rrp of £2.39.

The three new additions to the range include new, eye-catching packaging and the Mr Kipling Fabulous Fancy is also supported by outdoor and digital activity.

Helen Kemish, marketing controller for Mr Kipling, said: “We are entering an exciting new era with Mr Kipling, reigniting the love shoppers have for cake and the brand. Cake moments are always enjoyable, whether celebrations, seasonal occasions or simply just snacking, and even better when shared.

“The packaging will make the journey down the cake aisle a more fun and uplifting experience for all and will form the start of a wider packaging re-vamp taking place across the entire Mr Kipling portfolio in January 2016.”