Dr. Oetker has launched a new convenience product for home baking, a Mug Cake Mix available in three flavours.
Mug Cakes are a growing trend, first seen in America and now expected to gain popularity in the UK. The product contains all the ingredients needed for a fresh cake in one sachet and can be baked in the microwave in just over a minute.
The Mug Cake (rrp £0.79) comes in Rich Chocolate, Chocolate Chip and Lemon varieties, and is aimed at nervous bakers and busy consumers who enjoy fresh cakes but sometimes lack the time or skills to bake from scratch.
The market for Cake Mixes has seen a significant decline of -4.7%, now worth £36.6m, due to a rise in scratch baking. Mug Cake is expected to drive sales in the category, due to its unique selling point as an ‘instant cake’ requiring no equipment or baking skills.
Gill Davies, Executive Head of Marketing (Ambient), Dr. Oetker UK, commented: “As consumers become increasingly busy, we felt it was important to create a super-convenient product. Mug Cake taps into a trend with huge potential and we expect it will be extremely popular, particularly for the convenience retail sector.
“The product stands out from competitor cake mixes, suiting a wide range of abilities and is easy to make at lunchtime in the office or as an after school treat for the kids. We’re confident families, students and busy professionals will find the product simple, quick to use and delicious.”
Dr. Oetker Mug Cake is available now.
