Source: Carr’s Flour

Carr’s Flour has debuted a quintet of classic cake mix flavours aimed at the ‘luxury bake at home’ market.

Sumptuous Salted Caramel Cake, Decadent Chocolate Cake, Heavenly Victoria Sponge, Luscious Lemon Cake and Delicious Carrot Cake have been launched in 425g formats.

The ‘artisan’ cake collection also features QR codes on the boxes that lead to additional recipes on how to repurpose the mixes for muffins, cupcakes and traybakes.

In addition to the NPD, the miller has signed up TV personality and baking star Juliet Sear as a brand ambassador, which Carr’s bills as ”the biggest consumer partnership to date” in the company’s almost 200-year history.

The year-long collaboration will see Sear promote the new cake mixes to consumers and share recipes, decorating tips and videos of her using the range. Social media, digital and print media activity is also being planned, Carr’s Flour said.

The mixes carry a £2.49 price tag and are sold through the miller’s website.

Carr’s Flour Mills supplies bakeries and food manufacturers across the UK with flour from its three mills based in Kirkcaldy (Fife), Silloth (Cumbria), and Maldon (Essex). The company joined the Federation of Bakers as an associate member this summer.