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Mr Kipling unveils trio of non-HFSS cakes

Under its Mr Kipling brand, Premier Foods has added a trio of healthier loaf cakes to its Deliciously Good range. The new range of loaf cakes contains real fruit, 30% less sugar than other cakes in the market and 115 calories per portion. The cakes come in three flavour varieties, lemon, banana and caramel apple. Naomi Shooman, global marketing director of sweet treats at Premier Foods, said: “The loaf format is incredibly popular with shoppers and our Mr Kipling range offers the great taste customers expect from the brand, with the added benefit of being healthier, a growing trend in the category. The launch aims to unlock more health occasion purchases such as lunchtime, afternoon snacking or as an evening treat.” The cakes join the existing products in Mr Kipling’s Deliciously Good range which was launched last year to cater to health-conscious consumers. In January, Mr Kipling launched new HFSS-compliant Hot Cross Pies and last year launched bite-sized brownie treats. The loaf cakes are available now in Tesco stores for an RRP of £2.25, with further rollout expected later in the year.

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