Premier Foods is innovating with its home baking portfolio from McDougalls, launching duo of products that mark a first for the category. Suiting the exceptional growth of home baking over the last 12 months, two new chocolate flour blends make it easier for new bakers to control their flavours as they experiment at home.

Available as either plain of self-raising blends, the new products from McDougalls provide the perfect blend of cocoa and flour in a single bag for the first time, offering easy control of chocolate bakes. The quantity of the mix enables consumers to make three cakes or up to forty cookies from each 450g bag, and its versatility means it can also be used in recipes such as chocolate sauces, pancakes or a chocolate crumble topping. The blends reduce complexity and target a younger, less experienced audience when it comes to baking from scratch.

Helen Touchais, brand director for home baking at Premier Foods comments, “We have brought 3.7m new shoppers to the Premier Foods home baking portfolio in the last year[1], as more people have turned to the category for the first time. While much of that growth has been on pre-prepared mixes thanks to the ease of preparation they offer, these new chocolate blends from McDougalls will help home bakers bridge the gap from mixes to scratch baking.

“The convenience and quality of the products help to overcome the common barriers of lack of skill, confidence, mess and time[2] and will help people as they upskill themselves in the kitchen. The latest products from McDougalls see us catering to current consumer tastes with the leading flavour in the segment, chocolate[3], and filling a gap for intermediate bakers in the market.”

McDougalls Chocolate Flour packs are available in stores now.

[1] Kantar Worldpanel 52we 24th Jan 2021

[2] Baking mini U&A, Toluna survey of 1000 bakers, 2017

[3] IRI, Total Grocery, Baking 52 we 8th August 2020

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