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Premier Foods has unveiled a new product from Mr Kipling, Cake Bites.
According to Premier Foods, Mr Kipling is a £167m cake brand and this is its most significant NPD of the last 10 years.
The Cake Bites are available in tubs containing 15 individually wrapped bites, designed to tap into the sharing and special treat eating occasions.
The three flavours are Caramel, Lemon and Strawberry & Vanilla.
Rachel Pirt, senior brand manager for Mr Kipling, said: "Consumers are now enjoying more informal occasions in and out of home and have even less time for them.
"They want cakes to be worth it - visually appealing and yummy - which is exactly what Mr Kipling Cake Bites achieve."
The Mr Kipling packaging is also being re-designed and a new TV advert is launching in July.
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