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Premier Foods eyes further success for Roald Dahl Mr Kipling line

Four limited edition products available complete with packaging redesigns and on-pack promotion.

The successful Roald Dahl-themed Mr Kipling range has returned to shelves, Premier Foods has confirmed.

The four limited edition products have been given a packaging redesign and will be available through to August 31, reported Talking Retail.

Miss Honey’s Delightful Honeycomb Flavour Slices join the line-up alongside three favourites from previous years: The BFG’s Strawbunkles & Cream Fancies, George’s Marvellous Lemon & Raspberry Whirls and The Enormous Croc’s Chocolate Mud Pies.

An on-pack promotion will also give shoppers the chance to win thousands of prizes including UK trips and experiences inspired by the Roald Dahl stories, plus books and games.

“Our partnership with the Roald Dahl Story Company in 2019 was incredibly successful, with the limited edition range inspired by Roald Dahl stories driving £3.6m retail sales value and attracting incremental family shoppers to the brand at a time of year when sales of ambient cake tend to slow,” Mathew Bird, brand director for sweet treats at Premier Foods, told Talking Retail.

“This year’s design again provides standout on shelf and we expect the unique flavour twists on our traditional skus to be a hit with consumers. It’s a great partnership to be involved in, with two brands that highly value the importance of coming together as a family and having those little moments of enjoyment that Mr Kipling cakes and our great family prizes from the on-pack promotion can bring in these incredibly challenging times.”

The campaign will be supported with in-store activity including bespoke branded display units.

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