MACPHIE VIENNESE MIX TAPS INTO NOSTALGIA

March 4th, 2010

Macphie Viennese MixIt seems that people can’t get enough of childhood favourites such as Battenburg, Arctic Roll & Angel Delight. As the market for small indulgences continues to grow, food ingredients manufacturer, Macphie, has developed a new Viennese Mix to capitalise on the trend for nostalgic, feel good foods of the past.

The value of the Viennese biscuits market grew 9.3% to £18m in 2009 (TNS 52 w/e 6 September 2009) and this trend is set to continue. While Viennese biscuits are a firm favourite on retail fixtures, Macphie believes this can be reflected in the out of home market, where tremendous opportunities exist for a high-end, fresh-baked offering.

“People feel a great deal of nostalgia for classic cakes and confectionery,” says marketing manager, Jania Boyd. “The idea behind the Viennese Mix launch is that people are instantly reminded of their childhood when they taste the Viennese biscuits and it makes them feel good.”

Macphie Viennese Mix is available in 12.5kg bags. With an average ingredient cost of just 6p per 40g portion and an RRP of 40p per biscuit, it offers a significant profit opportunity.

It’s quick and easy to use, simply add softened butter or margarine to make a pipeable paste. This produces traditional Viennese-style biscuits, fingers, whirls and shells with a light, crumbly, melt in the mouth texture. It can also be used as a lattice topping on fruit pies and tarts. Macphie 5th Avenue® White Icing makes an ideal butter-cream filling and Macphie Sweet Snow®, a granular-textured dusting powder, makes a delicious finishing touch.

For further information please call 0800 085 9800 or visit www.macphie.com.

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