Farmhouse Fare founder Helen Colley has launched a new range of fresh cake-mix kits.
The Half-Baked Cake brand, which appeared on shelves in Tesco for the first time this month, includes four fresh ready-to-bake wet chilled cake mixes.
The kits come with a recyclable greaseproof paper mould to bake the cake in, and toppings with an rsp of £5.
The mixes contain butter, free-range eggs and patisserie flour and have a seven-day shelf-life in store.
Available in Lemon & Lime Drizzle, Coffee & Walnut, Scrumptious Chocolate ,and Farmhouse apple.
The range is aimed at consumers looking for a freshly baked cake but don’t have the time or ability to bake one.
Colley has set up the Half-Baked Cake Co with business partners Anthony Hitchen, who sold his Hitchen Foods business to BakkavÖr in 2005.
They hope the privately funded company will make £3m in first-year sales.
The company aims to transform the home baking market.
Aimed at ABC1 35 to 44-year-old housewives and working mothers, the branding is designed to be seen as “fun, witty and retro-chic” and features brand mascot Victoria The Cake Maker.
The range will be available from Tesco Extra and Tesco.com from mid-July and the company is in talks with other national retailers.