Mr Kipling launches ‘UK category first’ non-HFSS cakes range

By Gill Hyslop contact

- Last updated on GMT

Mr Kipling's Delicious Good range are HFSS-compliant and pack only 99 calories per portion. Pic: Mr Kipling
Mr Kipling's Delicious Good range are HFSS-compliant and pack only 99 calories per portion. Pic: Mr Kipling

Related tags: Mr kipling, Premier foods, HFSS, Cakes, low calorie, sweet bakes

The Premier Foods’ brand has launched a seven-strong range of bite-sized sweet treats that will comply with the UK's HFSS (high in fat, sugar and salt) regulations when they come into force in October.

According to the producer, the Deliciously Good cakes contain 30% less sugar and up to 10 times the amount of fibre than its standard ranges. They also contain real fruit and provide “as little as just 99 calories per portion.”

However, the decrease in sugar has not diminished their appeal, and they scored “incredibly well”​ in consumer testing in appearance, colour, flavour, aroma and texture.

The Mr Kipling Deliciously Good range comprises Angel Slices, Lemon Slices, Bakewell Slices, Chocolate Slices, Chocolate Caramel Slices, Bramley Apple Pie and Bramley Apple & Blackcurrant Pie.

It is the result of three years of development is Premier Foods’ first full range of non-HFSS branded cakes. It also marks “a UK first for the category.”

Alex Whitehouse, CEO of Premier Foods, said, “Those who bake cakes themselves will understand that creating a cake with significantly less sugar, is healthier and still tastes indulgent is no easy task, but using the expertise garnered from producing such an iconic brand over the last 50 years, our talented teams have made the impossible possible.”

It also comes on the back of a strong year for Mr Kipling, which saw revenue grow by 4.2% to £178.4m in the 52 weeks to 1 January 2022.

Enriching life

The NPD is also aligned to the company’s Enriching Life Plan, which aims to double the sales of its healthier products.

“We said a year ago that we were committed to providing great-tasting, nutritious food and I’m delighted that we’ve created a product that caters to the growing demand for healthier treats – whether that’s helping existing consumers to make healthier swaps or attracting new shoppers,”​ added Whitehouse.

The Mr Kipling Delicious Good treats have rolled out in Tesco across the UK, with an RRP of £1.80-£2.40/28g-52g.

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