Dr. Oetker is rebranding its Surprise Inside Cupcake Centres as Easy Fill Cake Centres. If that wasn’t enough, it’s also adding a new Blueberry flavour to the range.
The product, which launched last year, has been rebranded to expand its usage from just cupcakes to a wide range of baked goods e.g. muffins, tartlets and layer cakes or as a topping for cakes and puddings.
Also, new variant Blueberry (rrp £1.99, 140g) launches this month, joining a line-up that includes Salted Caramel and Rich Chocolate.
The fruity filling is simply squeezed through a nozzle directly into the centre or onto a freshly baked cupcake, doughnut or muffin. The ‘surprise inside’ element results from adding further decoration to the cake, thus hiding the centre from unsuspecting consumers. This, apparently, is a popular trend in home baking circles as budding Mary Berrys try to impress their friends and family.
Jan McKee, Executive Head of Marketing at Dr. Oetker UK, said: “We’ve launched Easy Fill Cake Centres to bring more excitement to home baking with the fun element of the ‘surprise inside’. Convenience is key for busy consumer lifestyles and we hope that this product will help make baking even easier.”
The launch will be supported by social media activity and a range of recipes.
