The latest news, trends, analysis, interviews and podcasts from the global food and beverage industry

Mr Kipling is expanding its sweet treats portfolio with five new product launches across its popular Whirls, Slices and Tarts ranges, as the brand looks to drive category growth and attract younger consumers through trend-led flavour innovation.

The latest launches include three new additions to the fast-growing Whirls range, a new Birthday Cake Slices variant, and the introduction of Latte Tarts, offering retailers fresh opportunities to engage shoppers and drive incremental sales.

Building on the success of its Whirls range, which is currently growing by 14.4%, Mr Kipling has introduced Cookies & Cream, Custard Cream and Lemon & Raspberry variants.

The new flavours combine nostalgic favourites with contemporary taste profiles, designed to broaden the range's appeal among younger consumers while maintaining relevance with existing shoppers.

Launching from 13 May, Mr Kipling Birthday Cake Slices brings one of the brand's most successful tart flavours into its established slices format.

The new product features vanilla-flavoured sponge layered with jam and topped with fondant icing and colourful sprinkles. The launch follows the strong performance of Mr Kipling Birthday Cake Tart, now the second-largest tart product in the category and valued at £4.2m.

By leveraging an already proven flavour profile in a different format, the brand aims to attract new shoppers into the packaged cakes category and encourage repeat purchases.

Mr Kipling is also expanding its Tarts portfolio with the introduction of Latte Tarts, a coffee-inspired offering designed to bring a more contemporary flavour profile to the category.

The new tarts feature coffee-flavoured icing, sponge and sauce, delivering a balanced sweetness while tapping into growing consumer interest in café-inspired flavours.

The launch represents a strategic move to broaden the appeal of the Tarts range and recruit new shoppers seeking more sophisticated sweet treat options.

Naomi Shooman, global marketing director for Sweet Treats at Premier Foods, said: “These launches reflect our ambition to grow the appeal of the Mr Kipling brand, particularly among younger shoppers, through modern flavours and new formats."

She added: “By adding a variety of on-trend flavours to our popular Whirls range, giving shoppers new ways to enjoy the Birthday Cake flavour and introducing coffee-inspired Tarts, we’re bringing fresh energy to the packaged cakes aisle that we’re confident will increase penetration with a younger demographic and drive sales for retailers.”

The new products are rolling out across selected UK retailers, including Asda, Morrisons, Tesco and Waitrose, with recommended retail prices ranging from £1.80 to £3.