Premier Foods is expanding its premium Mr Kipling Signature home baking range with the launch of a Salted Caramel & Belgian Milk Chocolate Cake Mix and a matching Salted Caramel Fill & Glaze Icing, as it looks to tap into growing demand for indulgent baking products.
The new products build on the success of the Mr Kipling Signature Collection, which launched in 2022 and has continued to grow as consumers seek premium home baking options.
Premier Foods said the new flavour combination capitalises on the popularity of salted caramel, with salted caramel cakes growing 49.5 per cent in value year on year, while taste remains the leading purchase driver in the baking category.
The new cake mix contains real Belgian milk chocolate pieces and requires shoppers to add only milk, butter and eggs, while the accompanying icing is designed to help consumers create premium-quality bakes with minimal effort.
Daniel Jalalpour, marketing director for desserts, home baking and breakfast at Premier Foods, said the launch would give retailers a fresh opportunity to drive sales in the category.
“We know shoppers are looking for baking products that deliver on both convenience and indulgence, and salted caramel continues to be a popular flavour in cakes,” he said.
“Mr Kipling Signature Baking Collection's new flavour variant makes it easy to create a high-quality bake at home, while giving retailers something fresh and exciting to bring into the sector. With our range already over-indexing among under-45s versus the wider baking mixes category, we're confident the latest additions will continue to broaden the range's appeal and drive further category growth.”
To support the launch, Premier Foods has partnered with ODEON Luxe on an on-pack promotion across selected Mr Kipling Signature Baking Mixes.
The promotion, which follows last year's collaboration with Ambrosia Deluxe, will run across the Signature Blondie, Brownie and Triple Chocolate Cake Mixes, offering shoppers the chance to win one of 1,000 ODEON Luxe cinema experiences.