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A really sweet move

31 August, 2011
Page 46 

Mr Kipling is moving from cakes into ambient desserts with the launch of five microwaveable sponge puddings, which are ready in just 50 seconds. They are: chocolate, sticky toffee, lemon, golden syrup and raspberry.

All are made with 100% natural flavours, no artificial colours, and are baked with free range eggs and contain no hydrogenated fats.

They come in a twin pack with a recommended retail price of £1.69.

IRI data values the ambient sponge puddings market at £14.5m and Mr Kipling brand owner, Premier Foods, expects its new launch to grow the category by attracting some of its loyal cake followers to the range.

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