Talking Retail Grocery and product news for independent retailers
The six-pack of pies retails at £1.50 and joins existing Fiendish Fancies (£1.50), Terrifying Toffee Whirls (£1), Chocolate & Marshmallow Slices (£1) and Spooky Chocolate & Vanilla Slices (£1.50).
Mathew Bird, brand director for sweet treats at Premier Foods, said: “With Halloween just around the corner, consumers will be keen to make the most of seasonal occasions over the coming months.
“Shoppers will have more chances to mark this Halloween with loved ones, be that at home or out and about, so our range of returning favourites, alongside our new Toffee Apple Pies from Mr Kipling, offer the ideal treat.
“The latest addition will help retailers target an even broader range of consumers, as the pies and tarts sector is traditionally enjoyed by post-family shoppers.”
Premier Foods said older, “post-family” shoppers made up 45% of Halloween spend in 2020, with Mr Kipling set to “continue momentum” with a novelty format that appeals to this group.
Alongside this, it said 66% of people say they want to try new flavours at Halloween, making way for retailers to refresh their seasonal ranges in order to drive additional sales.
