Mr Kipling introduces Big French Fancy

Available in pink or yellow, the cakes are the perfect addition to any family birthday party or girls’ night in.

The celebration cake market is a driving force within the ambient cake category, growing at 4.3% year on year.

The fourth largest segment in the category, the celebration cake market is worth almost £117m, with non-chocolate cakes making up 57% of this sector.

Mr Kipling recognise that there is an opportunity to drive this segment through the introduction of a leading brand – sales of familiar branded cakes exceed non-branded novelty cakes and licences in terms of rate of sale.

Featuring eye-catching packaging, ‘The Big French Fancy’ fits well with the carefree, light-hearted personality of Mr Kipling cakes, exemplified by the brand’s new strapline of ‘Exceedingly Happy Cakes’.

The launch will also benefit from the support of this year’s £4.4m brand spend.

“We expect ‘The Big French Fancy’ celebration cake to be a massive hit with consumers,” says Rachel Pirt, Senior Brand Manager.

“The standard French Fancy is one of Mr Kipling’s most popular lines, and the new variant is designed to capture consumers’ imaginations. Consumers love French Fancies, and they will love this new SKU, so stock up now!”

Short shelf lives can mean that independent stores are unable to stock celebration cakes without high wastage levels.

To avoid this, Mr Kipling cakes have a longer shelf life of 28 days, and come in small cases of just two products.

Premier Foods recommend that Mr Kipling cakes are positioned in between kids’ and adults’ celebration cakes to maximise sales potential.