Premier Foods is throwing its weight behind the "back-in-vogue" home baking category with a re-launch of its £17m McDougalls flour range and what it says are the first savoury crumble mixes.

Strong sales growth of speciality and own-label flour had prompted the refreshed McDougalls packaging, said Premier. New pack designs with colourful photographs of biscuits and cakes would make the brand "more accessible and inspiring" and stand out better against own label.

Three new speciality flours are also being introduced, including new Whole Gold (rsp: £1.19) an all-purpose flour with the benefits of wholemeal, but no "bready taste", which was launched into Sainsbury's this week.

"Baking is back in vogue. Shoppers already in the market are baking more, but people who left the category are now coming back," said Mary Young, commercial controller for home baking. "The make-do-and-mend culture and celebrity chefs are driving that. Consumers also want to know what products are going into their food."

The savoury crumble mixes (rsp: 79p for 175g) come in mozzarella, basil & black pepper and oaty cheese & chive and will, Premier believes, add £400,000 in incremental sales to the category when they are launched in the new year.

"Crumble is a very accepted format in the UK. It's giving cooks the opportunity to personalise a pasta or cheese bake, for example," said Young.

The home baking category has seen volume growth of 6% to £230m over the last year [IRI 52w/e 5 September 2009].