Mr Kipling expands its Signature home baking range
Mr Kipling Signature Collection is expanding its indulgent home baking mixes and icings range with the unveiling of a new Salted Caramel & Belgian Milk Chocolate Cake Mix and Salted Caramel Fill & Glaze Icing. Following a successful launch in 2022, the Signature Collection range has continued to perform strongly, reflecting growing consumer demand for premium home baking solutions. The salted caramel cake mix and icing will build on this momentum, giving retailers the opportunity to capitalise on growing demand for decadent, on-trend baking flavours.
The new flavour variant taps into key consumer trends, with taste remaining the number one motivator within the baking category[1] and shoppers increasingly seeking new, exciting, indulgent combinations. Salted caramel cakes continue to perform strongly, growing in value by +49.5% vs previous year[2] making it a natural extension for the Mr Kipling Signature Collection range.
The new Mr Kipling Signature Salted Caramel & Belgian Milk Chocolate Cake Mix contains real Belgian milk chocolate pieces and requires just three additional store cupboard ingredients – milk, butter and eggs – helping shoppers create high-quality bakes with minimal effort. Paired with the new Mr Kipling Signature Salted Caramel Fill & Glaze Icing, the range expansion delivers an elevated home baking experience.
Daniel Jalalpour, Marketing Director for Desserts, Home Baking and Breakfast at Premier Foods, commented:
“We know shoppers are looking for baking products that deliver on both convenience and indulgence, and salted caramel continues to be a popular flavour in cakes[3] . Mr Kipling Signature Baking Collection’s new flavour variant makes it easy to create a high-quality bake at home, while giving retailers something fresh and exciting to bring into the sector. With our range already over-indexing among under-45s versus the wider baking mixes category[4] we’re confident the latest additions will continue to broaden the range’s appeal and drive further category growth.”
Mr Kipling Signature Baking Mixes x Odeon Luxe
To support the range and drive consumer engagement during key seasonal baking occasions, Premier Foods is partnering with ODEON Luxe following last year’s collaboration with Ambrosia Deluxe, this time including Mr Kipling Signature Baking Mixes. Rolling out across Mr Kipling Signature Blondie, Brownie, and Triple Chocolate Cake Mix, the on-pack promotion will give shoppers the chance to win one of 1,000 ODEON Luxe cinema experiences, providing an added incentive to purchase.
[1] Worldpanel Usage | Need States | Total Baking | 52 w/e 19 April 2026
[2] Circana (UK) Ltd, All Outlets , GB, Premier Foods Non-Syndicated Retailer Scan Data for Cakes , Value % Chg vs YA, 52 WE 20 June 2026
[3] Circana (UK) Ltd, All Outlets , GB, Premier Foods Non-Syndicated Retailer Scan Data for Cakes , Value % Chg vs YA, 52 WE 20 June 2026
[4] My Worldpanel | Mr Kipling Baking Mixes v Total Baking Mixes | Product Demographic Spend Share % Comparison | 52 w/e 12th July 2026