Premier Foods has expanded its non-HFSS Mr Kipling Deliciously Good range with the launch of limited-edition Hot Cross Pies.

The Easter-themed product will be available to wholesale and convenience by the end of February. They will launch in a six-pack at an RRP of £1.75.

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Mathew Bird, brand director at Premier Foods, said: “These non-HFSS pies contain 30% less sugar and real fruit pieces, making them ideal for driving penetration with health-conscious consumers. As they are HFSS compliant, Mr Kipling‘s Deliciously Good Hot Cross Pies can be promoted throughout the store for maximum visibility.”

The launch comes as 83% of shoppers say they want to try new Easter flavours and themes when the occasion arrives.

“Shoppers also look to brands that they know and love during key seasons and – with Mr Kipling ranked as one of the top Easter cake brands – the new Deliciously Good Hot Cross Pies are set to help retailers boost basket spend,” added Bird.

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