Mr Kipling is expanding its home baking range with the launch of its Signature Collection Triple Chocolate Brownie Mix and Madagascan Vanilla and White Chocolate Blondie Mix.
To appeal to younger shoppers, the new Mr Kipling home baking mixes are said to tap into popular flavours and formats that consumers are already looking for. The brand noted that both chocolate and vanilla are among the top three flavour profiles within the home baking category and single-serve formats like brownies and blondies are growing 3.3% year on year.
Daniel Jalalpour, global marketing director of home baking at Premier Foods, said: “Our new additions to the Mr Kipling Signature Collection are set to excite and reinvigorate the home baking category. These two new kits provide shoppers with on-trend bakes and popular flavours that they can recreate at home. So, retailers have the opportunity to bring new shoppers into the category and make the most of our latest innovation.”
The Mr Kipling Signature Collection Belgian Triple Chocolate Brownie Mix and Signature Collection Madagascan Vanilla and White Chocolate Blondie Mix are rolling out in selected Tesco, Morrisons, Sainsbury’s and Asda stores with an MSSP of £3.
