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Premier Foods brand, Mr Kipling, is gearing up for the festive season with the introduction of two new products alongside its returning seasonal favourites.

The launch of Mr Kipling Mince Pie Whirls and a two-pack format of the Signature Collection All Butter Mince Pies aims to capitalise on the surging popularity of mince pies, which have seen a remarkable 34% increase in sales over the past five years, now valued at £79.6 million.

The new Mince Pie Whirls represent a creative twist on the traditional mince pie, combining the beloved Mr Kipling Whirl with a unique filling of brandy-flavoured crème and mincemeat sauce.

This offering is designed to attract consumers looking for novel ways to enjoy classic festive flavours.

In addition, Signature Collection All Butter Mince Pies will now be available in a convenient two-pack format, catering to smaller households and encouraging trial among new customers.

This strategic move is expected to enhance accessibility to premium sweet treats, allowing more consumers to indulge in the rich taste of Mr Kipling's offerings.

Both products will hit the shelves in September, providing retailers with an early opportunity to boost sales and engage shoppers ahead of the holiday rush.

Naomi Shooman, global marketing director for sweet treats at Premier Foods, said: “Christmas is a crucial time for the category, and mince pies remain at the heart of festive traditions. We’re always looking for ways to surprise and delight consumers with new variations on classic flavours.”

The new Mr Kipling Mince Pie Whirls and Signature Collection All Butter Mince Pies two-pack will retail at a manufacturer’s recommended selling price (MRSP) of £1.50.