FEATURE28 February 2019

Treat yourself

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FMCG Features Impact Retail UK

Premier Foods drew on an exceedingly simple human insight when it revisited its positioning of Mr Kipling: that little moments in life, such as eating cake, are to be celebrated. 

From Battenberg to French Fancies, Mr Kipling is as familiar to British consumers as a cup of tea on a drizzly afternoon – not to mention being the owner of one of the best-known straplines in the country. Despite ...