Source: Premier Foods

The three sponge cake mixes are Cherry Bakewell, Apple Pie and Country

Mr Kipling is making its debut in the home baking category with a five-strong range of cake mix and icing based on the brand’s popular lines.

Three variants of sponge cake mix – Cherry Bakewell, Apple Pie and Country (350g-365g) – are rolling into Asda made with 100% natural flavourings, including real fruit pieces, and no artificial colours. Each requires eggs, milk and oil to serve 16 people.

They are joined by two icings, Vanilla Buttercream and Almond (400g). All five products have an rsp of £2.50, and are expected to roll out to other leading grocers later this year.

The lineup catered “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” said Ellie Ntougia, Premier’s marketing controller for baking.

The launch follows a comfortable 2018 for Mr Kipling, which added value sales of 3.3% to become worth £157.8m, boosted by NPD such as Unicorn Slices [Nielsen 52 w/e 29 December 2018].

“The Mr Kipling brand was updated last year and is performing really well, which we expect to transfer into a new category with this launch and attract new shoppers” Ntougia added.

Cadbury slices

Premier has also extended its range of Cadbury cakes with Dairy Milk Slices in three variants. Original, Caramel and Raspberry are available now across grocery (rsp: £1.99/six slices).

Dairy Milk and Dairy Milk Caramel were “established variants in the chocolate aisle, so have a natural appeal in this new format”, said Premier brand director for sweet treats Mathew Bird, “while the raspberry SKU offers something different to complete the range perfectly”.