INNOVATION ROUND-UP JANUARY 2016
Mr Kipling Exceedingly Good cake slices (UK)
Launched this month, Exceedingly Good are cake slices sold in a snack-pack format in two variants - Cranberry & Orange Oat Slices and Dark Chocolate & Coconut Oat Slices. The range will drive incremental usage for the category by tapping occasions outside of the traditional cake eating times such as morning and evening snacks, claimed manufacturer Premier Foods. The company is also launching a range of cup cakes in a variety of pack sizes to tap opportunities in what Premier described as “a higher growth segment of the market”.
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