Premier Foods hopes to capitalise on Bake Off fever by extending its Paul Hollywood home baking brand in to icing.
The NPD will roll out early next month, just days after GBBO’s Channel 4 debut on 29 August with Hollywood as a judge.
A lineup of four dry icing mixes – Luxury Belgian Chocolate, Zesty Lemon & Lime, Madagascan Vanilla, and Deluxe Salted Caramel – contained “100% natural flavours to replicate the taste of homemade icing”, Premier said. Each 270g pouch has enough for one whole cake or 12 cupcakes (rsp: £2.09).
The icing will be available alongside a new trio of whole cake mixes, also with an rsp of £2.09: Seriously Chocolatey Fudge Cake (357g), Lemon & Lime Zesty Sponge Cake (373g) and Traditional Dorset Apple Cake (336g).
They join an existing range of Paul Hollywood cake mixes that have generated more than £1m in value sales since launch in late 2015, according to Premier.
All NPD features Hollywood’s ‘top tips’ on pack, along with suggestions on how to personalise cakes.
The additions were “an exciting venture”, said Helen Touchais, brand director for baking at Premier. They offered “very high-quality, simple baking solutions, which have brought people in to the category and driven value for retailers”.
Premier’s new products come as the home baking trend is on the wane, with Brits spending £26.8m less over the past year on ingredients [Kantar Worldpanel 52 w/e 26 March 2017].