Premier dishes up more desserts

Premier Foods has extended its ambient desserts category with its Mr Kipling Puddings.

The range of microwavable sponge puddings topped with sauce is available in Chocolate, Sticky Toffee, Lemon, Golden Syrup and Raspberry.

According to Premier Foods, the ambient sponge puddings market is worth pound;14.5m and it is expected that the Mr Kipling brand will help grow this category by bringing some of its loyal cake followers into the ambient desserts aisle.

Tim Olley, category controller for dessert at Premier Foods, said: “Six in ten households brought a Mr Kipling product in the last 12 months offering ample opportunity for crossover. Mr Kipling is a household favourite with a real heritage in cakes and sponge. We have high hopes for our pudding range.”

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