Premier Foods has launched a range of better-for-you fibrous-full cakes and pies with 30% less sugar and increased natural fruit, under the Mr Kipling brand. The move is designed to attract health-conscious consumers who are searching for healthy indulgence.

A study by the UK food manufacturer shows that “73% of shoppers say they would buy healthier cakes.” The cakes, launched in UK Tesco stores, contain 99 calories per portion. 

A contrast to the 2018 study by Action on Sugar at Queen Mary University of London, that affirmed Premier Foods held the highest energy (424 kcal per 100g) among all UK manufacturers with five or more cakes.

“Those who bake cakes themselves will understand that creating a cake with significantly less sugar, healthier and still tastes indulgent is no easy task. However, using the expertise garnered from the last 50 years, our teams have made the impossible possible,” says Alex Whitehouse, CEO, Premier Foods.

Consumers demand natural ingredients, as opposed to artificial ones and are looking for healthy alternatives. 

Data from Innova Market Insights shows that utilization of sweeteners is on the rise. The use of sweeteners in F&B launches increased globally by +3% year-over-year when compared with 2020 and 2021 launches. 

In 2021, the top category of global product launches tracked with sweeteners was Bakery (18%). Similarly, in 2020, it was the top category of global product launches followed with natural colors (15%).

Let them eat (healthier) cake
A mindful approach to cake eating sounds almost oxymoronic. Yet the demand for conscious indulgence has become a pivotal industry trend. Consumers seek treats with more protein and fiber and less sugar and fewer calories.

According to Sonja Matthews, senior manager, strategic insights EMEA and ASPAC at Glanbia Nutritionals, “With demands for healthier indulgent snacks on the rise, consumers are driven by snacks that deliver both indulgence and health benefits that don’t compromise on taste.”

“Consumers are switching from traditional snack products, like chocolate and confections, to high protein or low sugar alternatives,” Matthews mentions ingredients like almonds among those most searched by consumers.

“We are committed to providing great-tasting, nutritious food, and I’m delighted that we’ve created a product that caters to the growing demand for healthier treats,” adds Whitehouse.

According to Premier Foods, it took the company three years to perfect this healthier cake. Using this time to find the right color, flavor, aroma and texture “without underscoring the key driver of consumer purchase,” which is always taste.

“Consumers are driven by snacks that deliver both indulgence and health benefits that don’t compromise on taste.”New products, old cakes
According to Premier Foods, its new healthy range will opt for traditional tastes, “We will include iconic cake slices including Lemon, Bakewell, Angel, Chocolate, and Chocolate Caramel variants, which will be available in either snack packs or share packs. Along with Bramley Apple Pies and Bramley Apple and Blackcurrant pies.”

These portion-controlled snack packs are also a rising trend according to John Powers, marketing director, snacking and baked goods, at ADM: “There is an opportunity to introduce more ingredients derived from natural sources into these snack packs, as many shoppers are more closely scrutinizing product labels.” 

“The real opportunity is for snacks that provide the best-of-both-worlds: improved nutritionals without compromising the indulgent taste of consumer-favorite snacks,” adds Powers. 

A 2021 study by Glanbia Nutritionals indicated that 54% of consumers expected their snacks to offer a nutritional boost. With one in two consumers affirming to have switched from traditional snack products like chocolate to high protein or low sugar alternatives. According to Glanbia, the “conscious indulgence” trend shows no sign of slowing and continues to shape snacking preferences.