Premier Foods helps shoppers recreate their favourites cakes with new baking mixes and icings

• Premier Foods has launched a range of Mr Kipling baking mixes and finishings that allow consumers to recreate some of the brand’s most iconic flavours at home
• Range includes British teatime favourites such as Cherry Bakewell and Apple Pie
• Baking mixes and finishings represent significant growth opportunity within home baking; high-penetration brands such as Mr Kipling will drive this growth

Premier Foods is bringing the nation’s favourite cake brand to home baking for the first time, with the launch of new Mr Kipling baking mixes and icings. Initially available at Asda, the five-strong range will enable shoppers to recreate some of their favourite cakes at home, producing “excitingly good cakes” due to the quality of the ingredients used and expertise from the Mr Kipling brand.

Following a highly successful year for the brand, which has seen Mr Kipling grow by +8% L52W retail sales value[1], the launch brings the iconic brand into home baking to help shoppers create British tea-time favourites quickly and easily at home. Three cake mixes – Cherry Bakewell, Apple Pie and Country Sponge – are perfectly complemented by two icings – Vanilla buttercream and Almond – to mirror some of Mr Kipling’s most popular flavours. The cake mixes use high-quality ingredients with 100% natural flavours, including real fruit pieces and no artificial colours.

Ellie Ntougia, marketing controller – baking, Premier Foods said: “The addition of the Mr Kipling home baking products to our range opens up new opportunities to retailers, who can offer home bakers high-quality products from brands they already know and trust. The Mr Kipling brand was updated last year and is performing really well, which we expect to transfer into a new category with this launch and attract new shoppers to the category.

“Our home baking ranges cater to people of all skills, providing quick and easy ways to either bake the products straight from the pack, or for more experienced bakers to use as a base for their own creations.”

The Mr Kipling home baking range is now available in Asda, with further listings due later in 2019. All products carry an MRSP of £2.50.

[1] L52W Kantar 21^st of April 2019 vs LY