Premier Foods has added a selection of British ‘Sweetshop Specials’ to its Mr Kipling range.

The new cakes will aim to build on the success of Mr Kipling Inspirations, and will feature Fruit Salad Mini Batts, and a Pineapple Slice, which will be available in the new snap pack format.

In addition, Mr Kipling’s entire portfolio has undergone a revamp, with ‘refreshed’ packaging, and a new TV advertising campaign to start in February.

The firm said the Inspirations range refresh programme was very successful, delivering £17m RSV (retail sales volume) since its launch in August 2009. The most successful SKU of the range to date has been its Great British Puds Trifle Bakewell.

Erika Reid, category strategy manager – bakery at Premier Foods, said: “We are making significant investment in the Mr Kipling brand in 2012 and, to kick it off, it is being invigorated with a new look, NPD and supported with a TV campaign.

“Teatime is the biggest sector within the consumer-defined cake category and we are hoping that, with this, Mr Kipling will be able to capitalise on a sector worth £426m.”

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