Mr Kipling is expanding its premium Signature Collection with a new Madagascan Vanilla Baking Range, which includes a Cake Mix and a Fill & Glaze Icing.
It is claimed that the launch will help reinvigorate a category that currently over-indexes with older shoppers, by combining the second-biggest flavour in cake mixes and a brand that has proven appeal with younger shoppers.
The new Cake Mix and Fill & Glaze Icing use real Madagascan Vanilla for a “rich and indulgent” flavour, and contain no artificial colours, preservatives, or flavours. Designed with convenience in mind, the new range requires just three additional ingredients — milk, eggs, and oil or melted butter — and bakes in less than half an hour.
The new addition will build on the success of the Mr Kipling Signature Baking Range, which first launched back in 2022. The Signature range has helped retailers drive higher basket spend, with 29% trading up to the Kipling range from own-label mixes.
Daniel Jalalpour, Marketing Director at Premier Foods, commented: “The Mr Kipling Signature Collection Baking Range continues to drive category value by attracting a key group – younger, more affluent shoppers – that the rest of the category struggles to reach. This new Madagascan Vanilla launch will extend that appeal, filling a gap in the market for a premium offering in vanilla cake mixes. It’s exactly the kind of product younger shoppers are looking for and is perfectly placed to help retailers drive footfall to their baking aisle.”
The Mr Kipling Signature Madagascan Vanilla Baking Range has launched in Tesco with an MRSP of £2.99 (12 servings).
