Premier Foods springs into Easter

British food manufacturer Premier Foods is preparing for Easter by launching a range of new products under its Mr Kipling and Cadbury Cakes brands.

Occasion cakes are worth £138 million and growing at 5.2%, according to IRI data, with Mr Kipling and Cadbury Cakes both owning over 80% share of the Easter cake market.

The new line-up includes Mr Kipling Orange & Lemon Slices and Lemon Bakewells, as well as a Cadbury Mini Egg Easter Joy Cake. The whole cake is filled with a yellow butter cream and topped with Cadbury Mini Eggs.

Karmel Maletta, innovation controller for Mr Kipling and Cadbury Cakes at Premier Foods, says, “We know shoppers consider Easter as a family-orientated occasion and we wanted to offer a selection of exciting treats which can be shared with friends and family during the seasonal occasion.”

Both seasonal ranges are available to all retailers via grocery, impulse and wholesale.