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Premier Foods' UK cake brand Mr Kipling is expanding its premium Signature Collection range beyond the bakery aisle and into ambient desserts, launching a new line of Hot Brownie Puddings.

Available in Salted Caramel and Belgian Chocolate flavours, the new puddings mark the first time the Signature range has ventured into the dessert category. This move aligns with increasing consumer demand for indulgent treats that provide a premium taste experience at home.

The twin-pack puddings, now available in selected Tesco and Asda stores at a manufacturer’s recommended selling price of £2.75, feature rich Belgian chocolate sponge paired with a smooth sauce, formulated to offer a restaurant-style dessert in a convenient ambient format.

According to Premier Foods, the new products are designed to elevate the ambient dessert aisle and attract new shoppers seeking elevated sweet treats without compromising on convenience.

“Mr Kipling is famous for delighting shoppers with a wide variety of treats, so the brand is perfectly positioned to deliver delicious dessert innovation that taps into the latest trends,” said Rob Watson, brand director for desserts at Premier Foods. “The Signature Collection is already known for indulgent, premium products, and these new Hot Brownie Puddings deliver the next level of taste and texture. We believe this launch will help expand the category by drawing more attention to ambient desserts as a viable option for indulgent moments.”

Mr Kipling said its Signature Collection has seen strong shopper engagement in cakes and home baking. The expansion into ambient desserts builds on this momentum, offering retailers an opportunity to drive growth in the premium tier of the category.

This launch also reflects Premier Foods’ wider strategy of tapping into evolving consumption habits and delivering products that align with consumer preferences for quality, convenience and indulgence.