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Premier Foods-owned brand Mr Kipling has launched a new range of loaf cakes to enhance consumer choice within the category.

Available in two flavours – chocolate & fudge and sticky toffee – the cakes are designed to provide a soft and moist sponge options.

Naomi Shooman, global marketing director for sweet treats at Premier Foods, said: “Research tells us that ‘treat and reward’ is one of the most important drivers for shoppers when purchasing larger cakes, representing 157 million purchase occasions last year (up +2% YoY). However, the loaf cakes segment has underperformed against the total cakes category, possibly due to a current lack of choice on shelf."

"Our latest innovation from Mr Kipling will be rocketing onto shelves across the UK at the perfect time. This is one of the biggest opportunities within the cake category and will help our retail partners to drive value, by offering shoppers in-demand flavours.”

Mr Kipling Loaf Cakes are currently available at Morrisons, Iceland, Tesco, Co-op and Asda stores.

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