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Premier Foods launches new Mr Kipling festive treats
FoodBev Media

FoodBev Media

28 November 2023

Premier Foods launches new Mr Kipling festive treats

Premier Foods is expanding its Mr Kipling range in the UK with the launch of two new festive products, available now across the grocery channel. The new additions include All Butter Mince Pies, described as the brand’s first premium mince pie product, and Chocolate Fudge Winter Whirls. All Butter Mince Pies feature an all-butter pastry filled with gently spiced mincemeat that includes vine fruits and sweet apples, infused with brandy and cider. It is finished with a delicate pastry snowflake and dusting of sugar ‘snow’. The Chocolate Fudge Winter Whirls follow the brand’s classic shortcake whirl format, containing a chocolate fudge-flavoured filling and toffee sauce. Naomi Shooman, global marketing director for sweet treats at Premier Foods, commented: “Mince pies are the most iconic Christmas cake and despite the cost-of-living crisis, shoppers view the festive period as an opportunity to find and enjoy small treats”. She added that in consumer product testing, 78% of people said the new mince pies looked “more indulgent” and almost two-thirds (62%) said they were worth paying more for, which is “in line with the trade-up and selection of more indulgent, affordable products that we see during the festive season”. The mince pies are available in a pack of four (MRSP £2.75) while the chocolate fudge whirls are available in packs of six (MRSP £1.50).

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