Premier Foods has brought back its limited edition Roald Dahl-themed range and on-pack promotion with Mr Kipling.

Now available across the convenience channel, two new SKUs – Fantastic Mr Fox’s Apple Mini Batts and James’s Chocolate & Raspberry Ladybird Slices – are joined by two of the favourites from last year’s range – George’s Marvellous Lemon & Raspberry Whirls and The BFG’s Strawbunkles & Cream Fancies

The core range has also undergone a packaging update to create more appeal in store across the warmer months. The Roald Dahl activity in 2018 brought shoppers back to the category and is expected to do the same again through 2019.

“Our partnership with the Roald Dahl Story Company in 2018 was incredibly successful, driving £4 million retail sales value and contributing to the category’s overall growth of +1.4% over the summer period. The limited edition range also brought incremental shoppers to the brand at a time of year when sales of ambient cake tend to slow,” said Steve Kelly, convenience channel director at Premier Foods.

The summer on-pack promotion will give shoppers the chance to win thousands of prizes for the family, including Roald Dahl-inspired holidays, family days out and theatre trips. Participants will be directed to a microsite where they can enter a code to see if they have won.

Premier Foods has also announced a retailer competition, with a Family Fun Day up for grabs. Set to take place at their store, the prize will include everything the retailer needs to bring families together during the school holidays, including entertainment, games, product samples and prizes.

To be in with a chance of winning, retailers can enter by sending either an email to or a postcard to: Ella Farthing, Cirkle, 27 London End, Beaconsfield, HP9 2JN, with their name and address before 2 August. The prize will be delivered before the end of the school holidays.

The campaign is also being supported by in-store activity that will include a wide range of digital, aisle end and additional branded display units to generate interest among shoppers and drive further sales. The limited edition range is available until 3 September across the grocery and convenience channels with an MRSP of £1.50/£1.00 per pack.