Leading baking brand Dr. Oetker has announced the launch of its first price mark pack in the baking category with the introduction of Dr. Oetker Classic Pancake Mix.
With price mark packs giving shoppers confidence in the price and offering strong on shelf stand-out to drive incremental sales, the launch is designed to help convenience retailers maximise sales during the sector’s biggest baking occasion Pancake Day, which takes place on 17 February.
With classic crêpe-style pancake mixes accounting for 68 per cent of total value sales and rising to an 76 per cent share during the Pancake Day event itself, Dr. Oetker said the new price mark pack will provide retailers with a “compelling, shopper-friendly proposition” at a key sales moment.
Despite more than 60 per cent of Britons celebrating Pancake Day, purchases are often distress-driven and bought in the days leading up to, or actually on Pancake Day itself and this is why the event is so important for the convenience channel.
As traditional pancakes continue to outperform American-style mixes for Pancake Day, Dr. Oetker’s first price mark pack offering focuses on its ever-popular classic crêpe. Perfect for convenience, Dr Oetker’s Classic Pancake mix is easy to prepare with the addition of just milk to make the perfect pancake.
The outer box is designed to be space efficient for convenience stores and is fully printed for maximum stand-out on shelf for the consumer. Each recyclable box contains 8 x 170g sachets and each sachet makes up to eight pancakes. At a price mark of £1.50, Dr. Oetker Classic Pancake mix is an ideal solution for families and repeat occasions.
Available to stock year-round, Dr. Oetker’s new Classic Pancake Mix also taps into the growing at-home brunch trend. With breakfast and brunch now accounting for 8.5 per cent of total eating occasions, the Classic Pancake Mix price mark pack is perfectly positioned as a convenient, versatile breakfast staple beyond Pancake Day.
Commenting on the new launch, Jen Johnson, head of marketing, Dr Oetker Baking, said: “Pancake Day is the biggest baking occasion in convenience driven by distress purchases. Our new price marked pack is designed to aid purchasing decisions and drive sales for convenience retailers during such a key period. Our Classic Pancake Mix price marked pack is also a great product to stock year-round as breakfast and brunch occasions continue to grow in popularity.”
Dr Oetker’s Classic Pancake Mix price marked pack is available in wholesalers from early January 2026.