Premier Foods is continuing to expand within the home baking category, launching a host of new products into the Mr Kipling range.
Perfectly suited to baking novices, the Mr Kipling range of baking mixes is expanding to add Llama, Space and Dragon themed cake mixes and ready-to-use icing pots, capitalising on the growing trend of baking at home. Following the success of its Unicorn and Halloween baking mixes, the new additions from Mr Kipling continue to support families looking for fun activities to do together at home. Baking occasions have been amplified by the pandemic, with sweet baking occasions up +32% year-on-year, partly driven by parents looking to do fun activities with children.
The themed mixes allow retailers to offer more choice in the category for novice bakers who want to have fun and get creative at home with an easy, fool-proof product from a well-known and trusted brand.
Helen Touchais, Brand Director for home baking at Premier Foods comments, “These additions see Premier Foods continue to drive sales within the category, having already brought in 3.7m new shoppers over the last year across our portfolio. Sweet baking represents almost half of all home-baking occasions, and as well as families, younger pre-family consumer groups have also seen strong growth. The themed mixes from Mr Kipling target families looking for fun and engaging activities to try together at home, whilst all the products are made from no artificial colours or flavours, a key consumer need from parents.”
The Mr Kipling Llama and Space themed baking mixes are available in stores now, with the Dragon themed mix due to roll out from April. The Mr Kipling cake mixes all launch with accompanying icing pots.
 Kantar Worldpanel 52we 21 Jan 2021
 IRI, Total Grocery Outlets, Feb 13th ’21; IRI: Major Multiples; 4w/e to 31st Oct 2020, Halloween Baking Products
 Kantar Usage, Baking Occasions, 52 w/e 27 December 2020
 Kantar Worldpanel 52we 24th Jan 2021
 Kantar Usage Panel, 52 w/e 27 December 2020