Premier Foods unveils Paul Hollywood icings range

Mr Kipling owner Premier Foods is to launch a selection of Paul Hollywood icings next month.

Aimed at aspiring bakers, the dry icing mixes can be used to make buttercreams, drizzles, whipped cream or pouring sauce, for whole cakes or up to 12 cupcakes from the same batch.

They will be sold in Luxury Belgian Chocolate, Zesty Lemon & Lime, Madagascan Vanilla and Deluxe Salted Caramel flavours in 270g pouches priced £2.09

In addition, three new skus - Seriously Chocolatey Fudge Cake (357g), Zesty Lemon & Lime Sponge Cake (373g) and Traditional Dorset Apple Cake (336g) flavours - will join the whole cake mix line-up, also priced at £2.09.

The announcement comes as the celebrity baker and TV presenter prepares to return to screens for The Great British Bake Off on 29 August.

“The launch of icings and whole cakes is an exciting venture for the brand,” said Helen Touchais, brand director, baking, at Premier Brands.

“The Paul Hollywood range offers very high quality, simple baking solutions, which have brought new people into the category and driven value for retailers since its launch last year. Our icings help to add rich, contemporary flavours to bakes that can’t easily be made from scratch or shop-bought.”

Earlier this month, it emerged that former Travelodge chairman Keith Hamill will replace David Beever as non-executive chairman of Premier Foods on 1 October.

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