Premier Foods has given its range of Mr Kipling cakes a new look in time for Easter.

Lemon Viennese Whirls, St Clements Slices, Lemon Bakewells and Lemon Fancies (all rrp £1) now feature new pack designs that help differentiate between the variants.

Category marketing director for cake Phil Ellis urged retailers to start planning for Easter, which comes two weeks earlier this year. “Easter is a key seasonal opportunity and last year Mr Kipling and Cadbury Cakes were the only brands to drive growth in the branded cake sector.