The Mr Kipling Simnel Slices are the brand’s latest product development for its Easter range that will provide consumers with a way to enjoy the namesake dessert in a decidedly easier way. The product consists of a fluffy, moist sponge cake that’s infused with pieces of dried fruit alongside a marzipan filling and topped with a soft marzipan-inspired icing. The final result is a convenient take on the classic Easter dessert that comes with six slices per pack and is arriving now in the UK for £2 at Iceland before additional retailers.

Global Marketing Director for sweet treats at Premier Foods Naomi Shooman spoke on the Mr Kipling Simnel Slices saying, “Mr Kipling is renowned for its iconic seasonal products, and Easter remains highly important for attracting and driving penetration of newer, lighter buyers. Mr Kipling brought in the most new shoppers of any Easter cake range in 2024. With this latest launch we hope to drive even more footfall into the aisle this Easter, engaging shoppers with seasonally relevant and fun flavour twists to enjoy across the season, helping retailers make the most of the opportunity on offer.”