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Premier Foods’ Mr Kipling Signature Collection is expanding its range of home baking mixes and icings with a new Salted Caramel & Belgian Milk Chocolate Cake Mix, and Salted Caramel Fill & Glaze Icing.
The Signature Collection range was launched in 2022, tapping into demand for indulgent and premium flavours in baked goods.
Mr Kipling reported strong performance since the launch, with value sales growing 35.9% year-over-year. The new additions aim to build on this momentum, responding to the growing consumer interest in ‘decadent, on-trend’ home baking options.
Salted caramel cakes continue to perform strongly, growing in value by 49.5% this year according to Circana data.
The new cake mix from Mr Kipling Signature Collection contains real Belgian milk chocolate pieces and requires just three additional cupboard staple ingredients – milk, butter and eggs. It aims to help consumers create high-quality cakes with minimal effort and can be paired with the new salted caramel icing mix to deliver a convenient and indulgent home baking experience.
Daniel Jalalpour, marketing director for desserts, home baking and breakfast at Premier Foods, commented: “Mr Kipling Signature Baking Collection’s new flavour variant makes it easy to create a high-quality bake at home, while giving retailers something fresh and exciting to bring into the sector”.
“With our range already over-indexing among under-45s versus the wider baking mixes category, we're confident the latest additions will continue to broaden the range's appeal and drive further category growth.”
The new products will be available in selected Tesco stores across the UK from 31 August, with an MRSP of £3.20 each.
