Exports case study: Mr Kipling

From Bakewells to Battenberg, Apple Pies to Mississippi Mud Pies, petite French Fancies to larger-than-life Treacle Tarts… Mr Kipling has been making exceedingly good cakes since 1967, and in the UK, almost 60% of UK households indulge in its tasty treats every year.

Mr Kipling's Angel Slices

But the love for the brand doesn't stop on UK shores, as for years, Mr Kipling has also been a family favourite with Australians during the Christmas season, with its Fruit Mince Pies and Festive Bakewells, and more recently, Rum & Raisin and Christmas cake slices. Following the success of Mr Kipling Seasonal offering in Australia and working with the two leading Australian retailers, the brand extended into the all-year-round cake category in 2015 with products such as Angel slices and Cherry Bakewells.

Mr Kipling's Fruit Mince Pies

This expansion has seen Mr Kipling sales in Australia increase substantially. Seasonal Mr Kipling products demonstrated 23% and 27% year-on-year growth in 2015 and 2016, respectively. Kipling all-year-round ranges demonstrated 167% and 222% year on year growth in 2015 and 2016 respectively. And of the total Australian cake market, Mr Kipling's share has grown from 0.6% to 1.7%.

Adam Buckley, Acting Head of Premier Foods' International business unit, said:
"We're delighted by the success of Mr Kipling cakes, particularly in Australia, where Premier Foods is now the number one branded cake manufacturer (Mr Kipling and Cadbury cakes combined). Exports are becoming an increasingly important part of our business strategy, and we'll continue to invest in growing sales of our iconic British brands abroad.”

All the Mr Kipling cakes sent for export are made in the Carlton and Stoke bakeries.

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Last reviewed: 26 May 2017