MR KIPLING PREMIUM STRATEGY FUELS SWEET SUCCESS

Premier Foods Sees Continued Success with Mr Kipling Premiumisation Strategy

Premier Foods is reaping the rewards of its focus on premiumisation in its sweet treats division, with strong financial results reflecting consumer appetite for indulgent and high-quality products.

In the latest full-year results, the company posted a 3.5% rise in revenue, bringing total sales to £1.14 billion. Branded products were a major driver of this performance, with sweet treats—led by the Mr Kipling and Cadbury ranges—achieving a 7.3% uplift in sales to £233.8 million. Pre-tax profits also rose, highlighting the strength of the company’s growth strategy.

A key contributor to this success has been the Mr Kipling Signature Collection. Premium offerings such as Signature Brownie Bites experienced a significant surge in demand, and the range of luxury mince pies more than doubled in revenue. The Christmas trading period was especially strong, with close to 190 million mince pies sold—boosted by the introduction of a new high-end range designed for seasonal indulgence.

The company has also capitalised on growing consumer interest in healthier alternatives. Its ‘Deliciously Good’ range of cakes includes products with reduced sugar and increased fibre, responding to evolving dietary preferences while maintaining the brand’s signature taste.

Premier Foods has further expanded Mr Kipling’s international footprint, with distribution now reaching thousands of retail stores across North America. This expansion has driven double-digit revenue growth in overseas markets, solidifying the brand’s global appeal.

Looking forward, the company expects further progress as it continues to refine its product portfolio. Leadership has signaled confidence in maintaining momentum, with plans to manage cost pressures while balancing innovation and premium positioning.

Premier Foods’ approach—blending tradition with innovation and indulgence with health-conscious options—has proven successful, positioning its sweet treats division for sustained growth in the years ahead.