Lets Celebrate cake kit by Delicious Alchemy

Sheffield free-from brand Delicious Alchemy has added a Let’s Celebrate Chocolate Cake Kit – which it claims is the UK’s first-ever gluten-free and no-dairy home-baking cake kit.

The NPD will roll out in mid-September to 100 Tesco stores. It comprises chocolate sponge mix, chocolate icing sugar, multicoloured sprinkles and icing sugar (rsp: £5/740g).

The kit, which is suitable for vegetarians, filled “a clear gap in the market” said Emma Killilea, who founded Delicious Alchemy 10 years ago to produce free-from baking and bread mixes and breakfast cereals.

“I know only too well how important it is for consumers to have new and exciting options in the free-from aisle,” she added. “We are the first and only UK brand providing consumers with a complete kit of this type.”

The free-from category currently attracts 78% of shoppers. It has enjoyed 8.5% growth in value sales, becoming worth more than £800m [Kantar Worldpanel 52 w/e 26 February 2017].