Mr Kipling launches trio of pug-themed sweet treats

Limited edition Pug Chocolate Whirls from Mr Kipling

Premier Foods has added a trio of pug-themed NPD to its Mr Kipling range.

The limited-edition line-up comprises three products; Pug Whirls, Pug Chocolate Slices and Pug Almond Flavour Mini Batts. They are available at Tesco now with an RSP of £1.

The pug range from Mr Kipling includes chocolate slices and almond battenburgsPremier Foods said the launch followed the success of its previous limited-edition Mr Kipling lines, which have included Unicorn Slices, Flamingo Slices and Dragon Slices. It added that the Pug range capitalised on another consumer trend to “drive more excitement in the category over the coming months”.

The three products in the Pug range have chocolate or almond as the primary flavour, with colours that complement the traditional markings of the dog breed. The packaging features a cartoon pug and pawprints.

“Following the success we’ve had across the board on our limited-edition cakes, it is now the perfect time to launch our latest innovation – an entire pug-inspired collection – celebrating one of the UK’s most popular, eye-catching breeds of dog,” said Mathew Bird, brand director for sweet treats at Premier Foods.

“Since returning to the UK’s TV screens last year, and undergoing a new pack design, the brand has performed really well, and we understand the importance of continuing this momentum. Innovation is crucial to keep existing customers excited, and to attract new shoppers, particularly from well-known and trusted brands.”

Pugs have featured across a number of launches in the bakery market of late, most recently in the Waitrose range of gingerbread biscuits, which also included a llama, avocado and a sloth.

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