Regarded as the third most popular cake flavour at Easter – up 7.3% versus 2023 – Simnel cake is often found in larger sharing sizes. To meet growing demand for the flavour, Mr Kipling has translated the cake into a smaller, more convenient format.
The launch will tap into the demand for seasonally relevant options among shoppers aged 45 and above, according to the cake brand.
Fluffy and moist
New Simnel slices encapsulate a fluffy and moist sponge with dried fruit, sandwiched with a moist marzipan flavour filling and topped with soft marzipan flavour icing.
Commenting on the launch, Premier Foods global marketing director for sweet treats Naomi Shooman said: “Mr Kipling is renowned for its iconic seasonal products, and Easter remains highly important for attracting and driving penetration of newer, lighter buyers. Mr Kipling brought in the most new shoppers of any Easter cake range in 2024.
“With this latest launch we hope to drive even more footfall into the aisle this Easter, engaging shoppers with seasonally relevant and fun flavour twists to enjoy across the season, helping retailers make the most of the opportunity on offer.”
Returning favourites
Simnel slices will returning favourites from Premier Foods portfolio this Easter across its Mr Kipling and Cadbury Cakes lines, including Cadbury Mini Eggs Nest Cakes, Mr Kipling Lemon & Raspberry Mini Batts and Mr Kipling Vanilla ‘Egg’ French Fancies.
New Mr Kipling Simnel slices are available now at an MRSP of £2 in Iceland and other retailers nationwide.
Meanwhile, what are the key trends driving innovation and NPD across the bakery category in 2025? Food Manufacture asks several of the leading players within the industry about what they are focusing on this year.
