PREMIER FOODS RELAUNCHES MCDOUGALL’S AND CADBURY’S MIXES
Premier Foods is to re-launch it’s £17m McDougalls home baking range and introduce new variants for its Cadbury baking mixes.
The company says that cash poor consumers are once-again finding out the enormous value home baking brings, both to the improved taste of dishes enjoyed at home, the re-kindling of family values and, of course, the lower cost and better nutrition versus some of the ready cooked alternatives at the cheaper end of the respective markets.
The sector is growing at +13% value and +6% volume.
In the home baking category Premier is represented by McDougall’s, Cadbury and Atora.
As quoted by talking-retail.com Versha Patel, Premier Foods Head of Category (Sweet), says: “The home baking category is going from strength to strength as a result of the current economic climate. Premier Foods is committed to driving innovative product development in this category that offers quality and value for money to consumers.
We are continually investing in our home baking brands and are confident that the latest product launches from McDougalls and Cadbury baking mixes will help retailers capitalise further on the categories growth.”
For the McDougall’s brand three new variants are to be added. Wholegold which has all the goodness of wholemeal flour and gives a warm golden colour to the finsihed breads, also 00 grade Plain flour and Supreme Sponge Flour.
Also McDougall’s is introducing two savoury crumbles; Mozzarella, Basil & Black Pepper as well as Oaty Cheese & Chive. These are a first for the category and it will be interesting to see how consumers are able to stretch their culinary imagination.
Mary Young, Commercial Controller for Homebaking at Premier Foods says: “With the current growth of home baking and its seasonal relevance, this is an ideal time to re-launch our well established range and ensure retailers are well placed to capitalise on the opportunity. The new design makes McDougalls products even more relevant to today’s consumer and provides real stand out on shelf. In addition the new products we are introducing to both the flour and basic mixes range are sure to deliver incremental sales to the category and drive frequency of purchase.”
McDougall’s is also re-launching it’s famous recipe book which has brought the essentials of homebaking to the nation since it was first brought to the nation by the post war McDougall’s team at their offices above the mills in London’s docklands.
At the same time the Premier foods is turning its attention to its Cadbury home baking range. They are to launch four new varieties; Triple Chocolate Brownies, Choccy Road, Dairy Milk buttons Tray Bake and Heavenly Chocolate Cake.
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