Mr Kipling Simnel Slices are Arriving for Easter Snacking
Michael Hemsworth — February 7, 2025 — Lifestyle
References: mrkipling & grocerytrader
The Mr Kipling Simnel Slices are the brand's latest product development for its Easter range that will provide consumers with a way to enjoy the namesake dessert in a decidedly easier way. The product consists of a fluffy, moist sponge cake that's infused with pieces of dried fruit alongside a marzipan filling and topped with a soft marzipan-inspired icing. The final result is a convenient take on the classic Easter dessert that comes with six slices per pack and is arriving now in the UK for £2 at Iceland before additional retailers.
Global Marketing Director for sweet treats at Premier Foods Naomi Shooman spoke on the Mr Kipling Simnel Slices saying, "Mr Kipling is renowned for its iconic seasonal products, and Easter remains highly important for attracting and driving penetration of newer, lighter buyers. Mr Kipling brought in the most new shoppers of any Easter cake range in 2024. With this latest launch we hope to drive even more footfall into the aisle this Easter, engaging shoppers with seasonally relevant and fun flavour twists to enjoy across the season, helping retailers make the most of the opportunity on offer.”
Global Marketing Director for sweet treats at Premier Foods Naomi Shooman spoke on the Mr Kipling Simnel Slices saying, "Mr Kipling is renowned for its iconic seasonal products, and Easter remains highly important for attracting and driving penetration of newer, lighter buyers. Mr Kipling brought in the most new shoppers of any Easter cake range in 2024. With this latest launch we hope to drive even more footfall into the aisle this Easter, engaging shoppers with seasonally relevant and fun flavour twists to enjoy across the season, helping retailers make the most of the opportunity on offer.”
Trend Themes
1. Seasonal Convenience Foods - An increasing consumer preference for ready-to-eat seasonal treats presents opportunities for companies to capitalize on festive occasions with minimal preparation requirements.
2. Enhanced Traditional Flavors - Brands are innovating by incorporating beloved traditional flavors into modern, convenient formats, making them more accessible for busy consumers.
3. Segment-specific Marketing - Targeted marketing during specific holiday seasons can effectively attract new customer segments by offering specialized product varieties that cater to traditional celebratory needs.
Industry Implications
1. Packaged Food Industry - The packaged food industry is experiencing growth through the creation of conveniently packaged festive products that satisfy consumers' desire for traditional flavors without the need for home baking.
2. Retail and Supermarkets - Retailers can drive footfall by stocking a diverse range of ready-made seasonal products, meeting consumer demand for festive convenience and variety.
3. Confectionery Industry - The confectionery sector is innovating by reimagining classic holiday desserts into new formats, thereby maintaining consumer interest and expanding market reach.
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