Premier Foods is introducing a range of pricemarked packs exclusively for the wholesale and convenience channels on its Lyons and Mr Kipling brands.

Rolling out from April, the new formats offer shoppers great value and aim to help retailers drive additional impulse cake sales. With only 32% of shoppers purchasing cake in the convenience channel, Premier Foods says it has identified an opportunity to increase purchase frequency by offering its well-known, trusted brands at competitive prices.

Premier Foods channel director Nick Wood said: “We know price-marked packs are favoured by convenience retailers, so are pleased to offer the channel some of our most popular products at great prices. Lyons and Mr Kipling are iconic brands, with a long heritage of great quality. Shoppers trust our brands and like price-marked packs as they feel they are getting value for money.”

“With best-sellers such as the Mr Kipling Apple Pies and Viennese Whirls available with a £1.69 price-mark, and Lyons Battenberg and Cupcakes with a £1 price mark, the new formats will help retailers deliver incremental sales. We know that 53% of cake purchases are made on impulse, so these price-marked packs can help make the most of the impulsive nature of the cake category.”

The following price-marked products are available:

  • · Battenberg Cake - £1
  • · Apple Pies 6pk - £1
  • · Viennese Whirls 6pk - £1
  • · Jam Tarts 6pk - £1
  • · Chocolate Slices 6pk - £1
  • · Bakewell Tarts 6pk - £1 (shelf life extended)
  • · Chocolate Cupcakes - £1 (shelf life extended)
  • · Lemon Cupcakes - £1 (shelf life extended)
  • · French Sponge Sandwich - £1.19 (shelf life extended)

In addition to offering nine of its nostalgic family favourites as price-marked packs, Lyons has also extended the shelf life of four of these. The move will give retailers an additional two to three weeks to sell the variants and help limit stock wastage.