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UK cake brand Mr Kipling has launched a new four-pack tart format with strawberries & cream and birthday cake flavours.

The Birthday Cake tarts feature a vanilla sponge, plum and raspberry jam filling, fondant icing and rainbow sprinkles, while the Strawberries & Cream tarts consist of a strawberry and cream sponge, strawberry jam layer and fondant icing with red sprinkles.

The pies and tarts segment in the cake market is growing, presenting an opportunity for retailers. Tarts are typically popular among consumers aged 55 and over, however, the company said that this launch targets a younger demographic to 'drive conversion and future-proof the category'.

Naomi Shooman, global marketing director of sweet treats at Mr Kipling, commented: “Our new Mr Kipling tart flavours will help retailers tap into new opportunities within the small cake category and target new shoppers, by offering more choice to drive category conversion".

"Birthday cake is an emerging flavour, whilst strawberries & cream follows our Fancies launch this year, which was created to tap into consumer demand for original and exciting flavours.”

Mr Kipling's strawberries & cream and birthday cake tarts are available for a retail price of £2 in selected Morrisons stores.

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