Mr Kipling’s not so exceedingly good

Britain’s love affair with Mr Kipling cakes is waning as fewer shoppers picked up its French Fancies, mini Battenbergs and Bakewell tarts over the festive period.

according to its owner Premier Foods, the ‘exceedingly good’ cakes were less popular in the run up to Christmas, along with Cadbury’s cakes like Mini rolls and Jaffa Cake bars.

Premier Foods, which owns Batchelors and Bisto and also makes own-brand goods for supermarkets, said mince pies helped to lift appetites for its sweet treats, as it sold a record 220m – four million more than a year earlier. Demand for Premier Foods’s ambrosia products also decreased, as customers failed to be lured by its new frozen custard ice cream and posh Deluxe range.

Despite the setback in sales of its sweet treats, Premier Foods reported a 4pc rise in sales in the 13 weeks to December 30, with international sales growing by 26pc.

Premier Foods confirmed this week it was in early talks with Japanese noodle maker nissin Foods, its largest shareholder, to sell Batchelors as it tries to alleviate fears over its debt burden.