Innovative Sonoco Package Helps Premier Foods Take a Bite Out of a New Cake Market

Sonoco designed the unique, high-performance package specifically for two-high shelf retail display and to run efficiently through the customer’s new filling equipment.

13/06/08 Premier Foods is using a flip-top Sono-wrap paperboard package from Sonoco to launch its new Mr Kipling Cake Bites bite-sized individually wrapped sponge cakes. Each of the six-color, litho-printed, cake-shaped packages designed and produced by Sonoco contains 15 Cake Bites. Launching in June, Mr Kipling’s Cake Bites are available in three flavors Strawberry & Vanilla, Lemon and Caramel.

At the customer’s request, Sonoco designed the unique, high-performance package specifically for two-high shelf retail display and to run efficiently through the customer’s new filling equipment.

“Premier Foods is the owner of Mr Kipling, which has produced and sold top quality cake products in colorful, eye-catching packages for more than 40 years. Premier Foods asked us for an innovative package for this new product,” said Kieren France, Sonoco’s Premier Foods account manager. “We developed and are producing a market differentiating flip-top single-wrap Sono-wrap package in a completely new size for this important customer.”

“We are delighted with Sonoco’s total packaging solution,” said Rachel Pirt, senior brand manager, Mr Kipling Innovation, Premier Foods. “Sonoco’s vibrant, flip-top Sono-wrap cans really help the Mr Kipling brand break through what consumers call ‘the wall of cake’ in stores. Mr Kipling Cake Bites will be supported by a £2.7m marketing campaign, that will include television, as part of £4.4m in Mr Kipling brand support during the summer.”