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Cake flour mixes rise to greater heights: cake and bread flour mixes are experiencing an uplift, with new products aimed at introducing a younger generation to baking.

The cake mixes category is in great health as is represented by the flour mixes sector which, according to TNS, has grown 8% year-on-year and is now valued at 37.8m [pounds sterling].

Sally Baxter, senior brand manager for Betty Crocker, which is owned by General Mills, says: "The figures prove that the category is as exciting and popular as ever and at Betty Crocker we believe that continued innovation in new product development and significant investment in marketing support will ensure that next year is just as successful."

Recent investment in a television advertising campaign has prompted a significant uplift in sales of Betty Crocker chocolate fudge brownie mixes and, according to Baxter, the TV support has driven sales across the brownie category. Another key Betty Crocker line is its Devil's Food cake mix, which it says is experiencing 32% growth in value year-on-year, and is now number one in the cake mix category

According to GR Wright and Sons, which produces a range of premium and speciality bread mixes, the market for strong bread flour fell by 11% in volume last year.

A spokesperson for Wrights says: "One explanation for this is that consumers are switching from bread flour to bread mixes as they prefer the convenience and quality advantages of the complete mix."

Kerry Foods is tapping into this growth in popularity of bread mixes and recently launched a Passion For The Classics range of bread mixes created by Gary Rhodes.

The mixes come in four flavours--Crusty White, Multigrain, Wild Mushroom & Garlic and Sweet Red Pepper & Basil--and Kerry is confident that the combination of convenience, quality, and the endorsement of a celebrity chef will prompt sales to soar.

Celebrity-endorsed brands such as Jane Asher remain popular, and have a wide customer base who remain loyal to the brand.

However, the Jane Asher brand is increasingly being targeted at younger audiences, such as Jane Asher's Great to Bake Range, which is aimed at attracting teenagers and families with young children.

All parties agree that targeting younger audiences and children is the way in which the category will move forward.

Children's cake kits are growing in popularity and increasingly innovative products with bold packaging are flooding the market.

Victoria Foods is reporting excellent sales of its character-licensed products, and it is not alone in believing that this is an area with strong potential for growth.

According to McDougalls Foods, children's baking mixes are the best-performing sector within the baking mixes category, and their continued development is seen as vital for the sector's future.

Research by McDougalls Foods highlights that consumers who bake as children are significantly more likely to bake as adults, and baking mixes are the simplest point of entry into this market.
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Title Annotation:focus on: home baking; baked food with new development
Comment:Cake flour mixes rise to greater heights: cake and bread flour mixes are experiencing an uplift, with new products aimed at introducing a younger generation to baking.(focus on: home baking)(baked food with new development)
Publication:Grocer
Article Type:Brief Article
Geographic Code:4EUUK
Date:Aug 6, 2005
Words:455
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