STORY: Carr’s Flour launches artisan bake-at-home cake mixes

Carr’s Flour has launched a range of artisan cake mixes for consumers to bake at home.

The launch comes amid news of the baking mixes category growing faster (£26m at 43.6% year-on-year, according to Kantar 52 w/e 20 Nov 2020) than the total home baking category, so Carr’s has identified a unique market opportunity at the premium end of the segment.

The mixes' five classic, natural and on-trend flavours 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 is investing in a significant year-long brand ambassador partnership with UK baker and TV personality Juliet Sear (pictured), 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 its nearly 200-year history.

Each box contains 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 tray bakes. The cake mixes, each 425g, will be available at a RRP of £2.50.

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