- With the 29% increase in pancake related occasions, Dr. Oetker launches all-new chocolate flavoured American Style Pancake Mix
- Category expansion is just in time for Pancake Day – the 3rd biggest event in homebaking
- Mix to be available from launch for a limited time only as breakfasts and brunch at-home occasion continues to be one of the fastest-growing trends in food & beverage industry
- Also suitable for waffles
Following the 29% increase in pancake occasions, Dr. Oetker is extending its American Style Pancake Mix offering with its latest NPD, American Style Chocolate Pancake Mix. Hitting the shelves in time for Pancake Day, the third biggest event in the home baking category, Dr. Oetker’s American Style Chocolate Pancake Mix provides consumers with even more variety. The new launch will be available for £1.40 MRRP at Asda, Ocado, Farm Foods and The Range.
Available exclusively for Pancake Day, Dr. Oetker’s latest creation will be available in stores until April. As consumers increasingly look to recreate their favourite café-style brunch experiences breakfast and brunch has emerged as one of the fastest-growing meal occasions, with an impressive 29% growth over the past five years. A timeless favourite, pancakes are poised to remain at the heart of this burgeoning trend.
Chocolate pancakes are becoming increasingly popular out of home, creating a real gap in the market for at-home chocolate pancake products. Providing an easy at-home option, Dr. Oetker’s American Style Chocolate Pancake Mix is an all-in-one chocolate flavoured mix, only needing added milk or milk alternative to create fluffy American style pancakes.
Serving 6, the mix is perfect for those looking to create the ultimate pancake stack or share with friends and family. Offering multipurpose baking potential, Dr. Oetker’s American Style Pancake Mix can also be used to create another US classic breakfast dish – waffles. Consumers only need to pour the mix into a waffle maker to create light and fluffy waffles.
Commenting on the new launch, Jennifer Johnson, Head of Marketing Dr. Oetker – Cake, said: “Our American Style pancakes proved hugely popular with consumers and, with pancakes and brunches growing as trends, we are pleased to bring a new product to the table which diversifies the offering in a limited market. With more people choosing to stay at home rather than eat out, our pancake mixes are an easy way for low skilled bakers to try their hand at something new and serve up their favourite brunch dish in the comfort of their own home.
Pancake Day is set to be one of the largest baking occasions in H1 2025, so to support this launch, we will also be investing in a strong communications plan to inspire bakers at the event, reaching 15 million bakers. We will be back on TV in the Spring with our “Little Makes A Big Difference” ad across TV & VOD, for 3 weeks from 24th March and 8 weeks from 17th February respectively. The ad includes the sentiment that “Little Makes A Big Difference”. An idea built from the insight that it’s the little moments in everyday life that can create the best memories. To support consumers in making these memories, we will also be driving baking inspiration on Meta, and Tik Tok with fliptastic fun recipes and a competition suitable for the whole family in the lead up to the occasion.”
Dr. Oetker’s American Style Chocolate Pancake Mix is available for £1.40 MRRP at Asda, Ocado, Farm Foods and The Range.
Comments are closed.