Mr Kipling launches non-HFSS hot cross pies for Easter

By Riana Rae Brown in Biscuits & Cakes 23rd January 2023

Mr Kipling has expanded its non-HFSS compliant Deliciously Good range with the launch of Hot Cross Pies.

The limited-edition Easter product will be available across grocery, wholesale and convenience channels from 27 February.

Deliciously Good Hot Cross Pies can be purchased in packs of six with an RRP of £1.75.

The new product, which takes on the “sweet and spiced” flavours of Easter in a pie format, will join the wider Mr Kipling and Cadbury Easter cake range, which includes Mr Kipling Lemon Bakewell and Cadbury Mini Egg Chocolate Cake.

Mathew Bird, brand director at Premier Foods, producer of Mr Kipling, 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.

“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.”