Premier Foods is adding four products to Mr Kipling’s festive cake range for Christmas 2026, alongside a smaller pack format for Mince Pie Whirls launching from September.

The additions sit within a Christmas cake category valued at £307m that reaches an estimated 21 million shoppers annually. However, penetration among under-45s currently runs at 55%, compared with 79% for over-45s (Circana/Worldpanel, 52 w/e December 2025), a gap the brand is looking to narrow through flavour development and price architecture.

New to the range this year are Chocolate & Gingerbread and White Chocolate & Hazelnut Flavour Festive Novelty Tarts. Both feature pastry cases with flavoured sponge, sauce and fondant icing and are the first Mr Kipling products to incorporate decorative novelty sprinkles.

The flavour choices reflect purchasing data showing hazelnut and chocolate over-index with under-45 shoppers at index scores of 127 and 131 respectively across total cakes (Tastepoint by IFF/Worldpanel).

The brand is also adding two Cake Bites tubs in sharing formats: Gingerbread Cake Bites, consisting of gingerbread-flavour cake topped with gingerbread-flavour sauce and crème, coated in milk chocolate; and Christmassy Cake Bites, a spiced cake with mincemeat-flavour sauce and brandy-flavour crème, also finished in milk chocolate. Both are positioned as sharing products for seasonal occasions.

Mince Pie Whirls, a spiced shortcake whirl filled with mincemeat-flavour sauce and brandy-flavour crème, return in a new four-pack format. The smaller count is designed to lower the entry price point, with a manufacturer’s suggested selling price of £1.80. Mince pies represent a market worth more than £75m (IRI, all outlets, 52 w/e October 2025) and Premier Foods describes the format change as a route to trial among lighter and younger seasonal buyers.

Naomi Shooman, Global Marketing Director for Sweet Treats at Premier Foods, said: “Christmas is a crucial time for the category and mince pies remain at the heart of festive traditions. We know they are a much-loved favourite, but we are always looking for new ways to surprise and delight consumers, from premium treats such as our two-pack Signature Collection Mince Pies to fresh twists on classic festive flavours.”

Returning lines from both Mr Kipling and Cadbury complete the seasonal range, including Deep Filled Mince Pies, Festive Bakewells, Frosty Fancies, Christmas Slices and the Cadbury-branded Yule Log, Mini Yule Logs, Reindeer Cakes and Cake Bars. Cadbury cake products are manufactured by Premier Foods under licence from Mondelēz International.

The full Christmas range is available from September 2026.