Lyons and Mr Kipling PMPs help retailers take the cake

You can now offer your cake shoppers even better value with new price-marked ranges from Lyons and Mr Kipling.

Available now, Lyons Battenberg Cake, Apple Pies, Viennese Whirls, Jam Tarts, Chocolate Slices, Bakewell Tarts, Chocolate Cupcakes and Lemon Cupcake come in £1 PMPs.

A £1.19 PMP is also available for its French Sponge Sandwich, which has had its shelf life extended to 63 days.

The brand has also extended the shelf life of its Bakewell Tarts and Chocolate Cup Cakes to 49 days.

Mr Kipling is launching Apple Pies, Cherry Bakewell Tarts and Viennese Whirls in £1.69 PMPs from May.

Nick Wood, channel director at Premier Foods, which owns Mr Kipling and Lyons, said 53% of cake purchases are made on impulse, so retailers should use the PMPs to make the most of the impulsive nature of the category.

“Lyons and Mr Kipling are much-loved brands, with a long heritage of great quality. Shoppers trust our brands and like price-marked packs as they feel they are getting great value for money,” he added.