On-shelf from September 2013, the new packaging will be available in five pastel shades: cream, green, blue, lilac and light yellow, and will carry the strap-line ‘Little bag. Lots of Cake’.
David Wright, managing director of Wright’s, said: “Our new-look packaging is targeted towards younger consumers and families who have been inspired by the growing popularity of at-home baking. Our aim was to ensure that our new packaging delivers maximum appeal and underlines the versatility of our cake mixes while retaining our heritage.”
Wright’s cake mixes are available in Sainsbury’s, Morrisons and independent retailers with an RSP of £1.59 to £1.89.
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