With 63% of adults stating that health is an important consideration when shopping, Premier Foods is adding a new Mr Kipling Exceedingly Good range.

Targeted at younger consumers, the Exceedingly good range includes Cranberry & Orange Oat Slices and Dark Chocolate & Coconut Oat Slices, individually wrapped in packs of four, RRP £1.49.

Holly Bristow, Mr Kipling innovation controller at Premier Foods, said: “We believe there is real potential for ‘better for you’ cake, as this will attract new consumers.”