Dr Oetker is hoping to entice lazier Brits to bake with the launch of ‘mug cake’ baking mixes.
The three-strong Mug Cake range will be in Asda and Sainsbury’s from June in rich chocolate, chocolate chip and lemon flavours (rsp: 79p). Users fill a mug with 60ml of milk, add the sachet, stir and microwave for 70 seconds.
The company is hoping this, plus other NPD such as salted caramel, sour power and rose crystal sprinkles, will add value to the home baking market, up 2% on volumes down 1.6% [Kantar Worldpanel 52 w/e 1 February 2015].
In January, Dr Oetker launched Surprise Inside Cupcake Centres, designed to be squeezed through a nozzle into a freshly baked cake.