Heritage brand, Carr’s Flour, has announced it’s enhancing its range by launching a range of artisan cake mixes. 

The five classic favourites and range of on-trend flavours of the mixes are: Sumptuous Salted Caramel Cake, Decadent Chocolate Cake, Heavenly Victoria Sponge, Luscious Lemon Cake and Delicious Carrot Cake.

As part of the launch, Carr’s is investing in a year-long brand ambassador partnership with UK baking icon and TV personality, Juliet Sear, appointing her to help promote the new cake mixes to consumers. 

Activities will include recipes and decorating tips for the mixes, videos of her using the range, social media support, activity in digital and print media and more. 

This is Carr’s Flour’s biggest consumer partnership to date in its nearly 200-year history.

The new collection of easy-to-bake, indulgent cake mixes are produced in the UK and made with natural flavours. 

The new range of cake mixes have been designed to be embellished by the baker at home, with each box having recipes and handy hints, suggesting ways consumers can decorate their cake. 

The boxes also feature QR codes that pull through to additional recipes on how to re-purpose the mix for muffins, cupcakes and traybakes. 

With the baking mixes category growing faster than the total home baking category, Carr’s has identified a ‘unique market opportunity’, at the premium end of the segment. Baking mixes grew by £26 million at a staggering 43.6% year on year (Kantar 52 w/e 20 Nov 2020).