15th April 2021 Premier Foods is adding to its Mr Kipling range with the introduction of Chocolate Tarts. The brand highlighted that the new variant comes amid a resurgence of people looking for “smaller, permissible sweet treats” at home with the sector growing 12.3%. Mathew Bird, Brand Director for Sweet Treats at Premier Foods, commented: “The launch of Mr Kipling Chocolate Tarts allows retailers to cater for a broader demographic with their cake range, bringing a favourite flavour and popular format together to appeal to younger shoppers. The launch will also appeal to traditional convenience shoppers, who are continuing to purchase smaller treats, making them more inclined to pick up a cake as an impulse purchase.