Mr Kipling Lunchbox Slices
There are millions of healthier snacking moments happening out of home, with lunchboxes representing the single biggest occasion. Yet the cake sector continues to under-deliver in this space - and that’s exactly where the opportunity lies.
Enter Mr Kipling Lunchbox Slices: a new range of delicious, fruitier cakes designed with the whole family in mind.
Whether popped into a school bag or enjoyed with a cuppa, these treats deliver feel-good flavour and a little extra goodness.
The design brief was to clearly signal usage occasion and a healthier proposition, while staying close to the Mr Kipling parent brand. And crucially, to avoid landing on anything too ‘worthy’ or dull.
Our solution was to create a pack design full of life and joy - bright, inviting and easy to navigate. Every flavour carries its own distinctive cues, making it quick to shop and simple to choose.
The range has already passed £1m in retail sales - strong momentum aided by a well target on-pack promotion.
