Mr Kipling has created an Exceedingly Good range which aims to appeal to people focused on a healthier lifestyle.
The new range of golden oaty cakes, from Premier Foods, will contains wholesome ingredients such as cranberry, orange and coconut.
The brand hopes the Exceedingly Good range will appeal to an increasing number of people who focus on a healthier lifestyle and prefer natural ‘better for you’ options.
By combining great taste with wholesome ingredients, it is hoped the new range will drive incremental usage occasions for the category, as the product taps into occasions outside of the traditional cake eating times such as morning and evening snacks.
The Mr Kipling Exceedingly Good 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.
Mr Kipling’s innovation controller Holly Bristow said: “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 come in packs of four, in the popular individually wrapped Snack Pack format (rrp £1.49).