Mr Kipling eyes growth with first-ever cake mixes

Mr Kipling has ventured into the home baking market for the first time, with a collection of cake mixes and icing themed on the brand’s iconic lines.

The five-strong range comprises Cherry Bakewell, Apple Pie and Country Sponge cake mixes and two 400g tubs of icing in vanilla buttercream and almond flavours.

Said to contain real fruit pieces, consumers need to add eggs, milk and oil to the cake mixes which will serve 16 people once baked.

Ellie Ntougia, marketing controller for baking at Premier Foods, said the NPD offered “high-quality products from brands they already know and trust”.

“Our home baking ranges cater to people of all skills, providing quick and easy ways to either bake the products straight from the pack, or for more experienced bakers to use as a base for their own creations,” she added.

The products, which cost £2.50, are currently available in Asda, with further listings expected to be announced later this year.

Earlier this month, Premier Foods swapped its black plastic packaging across its Mr Kipling cakes and pies range for clear plastic trays – a move the manufacturer said would eliminate 400 tonnes of the material from the market each year.

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