Sales of Signature Collection Mince Pies grew by 8.6% last year.
Mr Kipling’s Signature Collection Mince Pies have returned to supermarket shelves nationwide. The festive treats are now available in stores, signalling the start of the Christmas season. Last year, sales of Mr Kipling’s Signature Collection Mince Pies increased by 8.6%.
The return of these mince pies comes as the UK’s appreciation for the festive classic continues. In the run-up to Christmas 2025, mince pies proved a popular festive choice, outperforming categories such as Yule Logs, Panettone, and Stollen Cakes.
Mr Kipling’s Signature Collection All Butter Mince Pies feature a luxury mincemeat filling. This filling is generously packed with succulent vine fruits, Bramley apples, brandy, cider, and warming festive spices. Each pie is encased in rich all-butter pastry, finished with a delicate pastry snowflake and a sweet dusting.
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Naomi Shooman, Global Marketing Director for Sweet Treats at Premier Foods, commented: “There’s something special about seeing mince pies back on shelves. It’s one of those little moments that signals Christmas is on the way. We’re delighted to bring back our Signature Collection Mince Pies for another festive season, giving shoppers an indulgent twist on a seasonal classic that’s perfect for enjoying with family and friends.”
The national appetite for mince pies is reflected across the country, with the North remaining Britain’s biggest mince pie-loving region, accounting for the largest share of Mr Kipling mince pie sales last Christmas. Wales recorded the fastest year-on-year growth for the product. The average buyer purchases four packs in the 12-week run-up to Christmas.
Mr Kipling’s Signature Collection All Butter Mince Pies are currently available in Tesco, Asda, and Morrisons, with an RRP of £2.50 for a 2-pack.
