The new addition to its frozen treat range, Mr Kipling Caramel Tart Ice Cream, combines creamy caramel flavour ice cream with swirls of caramel flavour sauce and sweet pastry pieces.
Available in 475ml tub format tailored to cater for multiple usage occasions, this latest ice cream creation taps into growing interest in caramel flavours – identified by market research firm Circana.
Mr Kipling also hoped to grab the attention of younger consumers, drawn in by ‘new and exciting’ flavours (Kantar report).
‘Iconic flavours’
Dan Jalalpour, marketing director for desserts at Mr Kipling owner Premier Foods, commented: “Mr Kipling is renowned for its delicious, sweet treats. Our ice cream range has seen us bring some of our most loved treats into the frozen aisle, and our latest ice cream launch will provide shoppers with the chance to enjoy another of Mr Kipling’s iconic flavours during even more occasions.
“We expect the new Caramel Tart Ice Cream tubs to engage loyal Mr Kipling fans, whilst also bringing newcomers to the brand by tapping into demand for caramel flavoured ice cream.”
The newest flavour follows the success of Mr Kipling’s wider ice cream range inspired by its popular cakes and tarts, including Cherry Bakewell Ice Cream and French Fancy Ice Cream, to encourage boosting basket spend ahead of the warmer months.
Mid-March rollout
Mr Kipling Caramel Tart Ice Cream will be rolling out from mid-March in a 475ml tub and an MRSP of £3.50 in selected Morrisons stores, subject to availability.
This month has also seen Mr Kipling is bolster its portfolio with the launch of new limited-edition Simnel Slices in time for Easter.
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.
