Mr Kipling launches new gluten-free cake range

Premier Foods is launching a brand new range of wheat-free and gluten-free cakes under its well-known Mr Kipling brand.

Rolling out now in Tesco stores nationwide, the range comprises Mr Kipling’s first ever loaf cakes in three delicious flavours – Apple Crumble, Cherry Bakewell and Lemon & Ginger - in addition to iconic Mini Cherry Bakewells.

With the Free From market continuing to grow and forecast to reach £673m by 2020, the UK’s leading cake brand is perfectly placed to help cater for this demand. Nearly a quarter of UK households include at least one allergy or intolerance sufferer, demonstrating the size of the opportunity.

Jo Agnew, Brand Director at Premier Foods, commented, “The Free From market shows no sign of slowing down and this is being driven not only by the 5% of UK adults who have a sensitivity to gluten, but also those who are cutting down as part of a lifestyle choice.

The new range takes Mr Kipling into the Free From aisle for the first time and we look forward seeing the response from shoppers, following demand for a solution from a highly recognisable, well-loved and trusted UK brand.”

The new gluten-free Mr Kipling loaf cakes each serve eight people, whilst the Mini Cherry Bakewells come in handy packs of two – enabling shoppers to enjoy one on the go and save one for later.