Premier Foods brand Mr Kipling has launched its first ever Indulgent Cake Mixes and Fill & Glaze Icing for at-home baking in response to the premium snacking trend. Premium and indulgent food and drink is in growth across many categories but has yet to be fully capitalised on within certain sectors of home baking. The Mr Kipling Triple Chocolate Cake Mix, Belgian Milk Chocolate & Zesty Orange Indulgent Cake Mix and Mr Kipling Chocolate Fudge Fill & Glaze Icing tap into this and will help retailers to bolster their offering – and appeal to keen home bakers who want to create indulgent, top-quality bakes.
The new ultra-indulgent cake mixes contain real Belgian chocolate to give a truly chocolatey, rich bake. They are also joined by Mr Kipling’s rich Chocolate Fudge Fill & Glaze Icing that contains real Belgian chocolate and can be used to frost cakes or melted to make drip icing. It can also be used as a cake filling for extra moist cakes.
Helen Touchais, brand director for flavourings, seasonings and home baking at Premier Foods, comments: “Our new Mr Kipling Indulgent baking range taps into opportunities within the mixes and icings sector as consumers seek a convenient, more premium, and pure indulgent home baking experience.
“These new additions have achieved excellent product testing scores that outperform others in key areas, including purchase intent and indulgence, to attract a wide range of shoppers into the baking category. We were delighted to see these products perform so well and hope the simplicity and convenience of the range will give consumers confidence to overcome any fears of baking failures.”
Mr Kipling Indulgent Cake Mixes and Chocolate Fudge Fill & Glaze Icing are available from this month. Both cake mixes and Mr Kipling Chocolate Fudge Fill & Glaze Icing have a MSRP of £2.75
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