Carr’s Flour Launch UK’s First Range of Luxury Bake-at-home Cake Mixes
To make the best cakes, you need the best flour, which is why heritage brand, Carr’s Flour, recently announced they were enhancing their portfolio by launching a range of artisan cake mixes. The five classic favorites and range of on-trend flavors of the mixes are: Sumptuous Salted Caramel Cake, Decadent Chocolate Cake, Heavenly Victoria Sponge, Luscious Lemon Cake and Delicious Carrot Cake.
As part of the launch, Carr’s are investing in a significant year-long brand ambassador partnership with UK baking icon & TV personality, Juliet Sear, appointing her to help promote the new cake mixes to consumers. Activity planned spans recipes and decorating tips for the mixes, videos of her using the range, social media support, activity in digital and print media and more. This is Carr’s Flour’s biggest consumer partnership to date in their nearly 200 year history.
The new collection of easy to bake, indulgent cake mixes is produced in the UK and are all made with natural flavors. With the belief of producing the best traditional cakes, this builds on Carr’s premium positioning, as they look to expand upon their elevated baking offering.
The cake mix packaging is eye-catching on the shelves, with their fun, quirky characters on pack, colorful fonts and aspirational lifestyle photography.
The new range of delightfully moreish cake mixes has been designed to be embellished by the baker at home, with each box having recipes and handy hints, suggesting ways consumers can decorate their cake. The boxes also feature QR codes that pull through to additional recipes on how to re-purpose the mix for muffins, cupcakes and traybakes. The cake mixes, each 425g, will be available at a RRSP of £2.50.
With the baking mixes category growing faster than the total home baking category, Carr’s have identified a unique market opportunity, at the premium end of the segment. Baking mixes grew by GBP26m at a staggering 43.6% year on year (Kantar 52 w/e 20 Nov 2020).