Premier Foods launches two McDougalls pancake mixes

Premier Foods has unveiled two new McDougalls’ pancake mixes ahead of Shrove Tuesday.

The McDougalls Classic and American Pancake mixes will be available in packs of 192g at £1.00 and can be purchased in the run-up to and beyond Pancake Day on 28 February 2017.

The Classic Pancake Mix can deliver up to 12 thin crêpe-styled pancakes, while the American Pancake Mix is designed to help retailers capitalise on growing demand for US-style food in the UK.

With Pancake Day worth £10.5m (IRI Grocery Outlets, 1 w/e 13 February 2016), Grace Liljemark, brand director of desserts and home baking at Premier Foods, said it is the biggest sales week in the baking calendar. It also brings a huge spike in online recipe searches, she added.

“People don’t necessarily have the time or knowhow to make up good-quality batter mixes,” she said.

Premier Foods recently announced it will launch the first-ever McDougalls Wholesaler Baking Team of the Year competition.

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