Premier Foods announces arrival of Mr Kipling in U.S.

Celebrate snacktime! Mr Kipling, the UK & Australia’s number 1 cake brand*, announces its arrival on U.S. shores. Bringing its delicious array of high quality, beautifully portioned cakes to sit on bakery shelves at 219 Target stores across the nation in April.

Each cake slice is full of flavor and packed in individual pods to keep them moist and fresh. The portable packs allow consumers to take a well-deserved cake break anywhere, anytime; at home, at work, on the go or packed in a lunchbox.

Seven in ten (69%) Americans admit they always bring a snack with them when they’re on-the-go**, and now Mr Kipling is here to make those snack-times even more delicious.

Mr Kipling Cake slices are available in Lemon, Chocolate, Vanilla and Salted Caramel. Featured in the bakery section of Target Stores. These patisserie style cakes create a 100% incremental, low labor, freeze thaw snacking solution to the in store bakery section. The launch will be supported with sampling, outdoor advertising and a digital coupon campaign.

“Mr Kipling is the perfect fit for the US market, filling the gap between consumers’ desire for high-quality sweet treats and the need for convenient, easy snacking formats,” said Diana Horwitz, US Country Manager for Premier Foods. “Our research revealed consumers are wowed by the quality of our cakes and how fresh they taste, plus they loved their look – the European patisserie aesthetic. These beautiful cakes are perfect for a coffee break at home or easy to slip into a backpack for snacking on the go.”

The slices are now available in the bakery section of 219 Target stores in Alabama, Arizona, California, Colorado, Florida, Georgia, Illinois, Indiana, Iowa, Kansas, Louisiana, Minnesota, Missouri, North Carolina, North Dakota, Nebraska, Oklahoma, Tennessee, Texas, Utah, Virginia, Wisconsin.