New look for cake mixes

GR Wright & Sons, UK producer of home baking mixes, is launching new packaging across its portfolio of cake mixes. The bright, fresh look is set to appeal to the modern consumer and create greater stand-out and on-shelf product appeal.

On shelf from September 2013, the new style packaging will be available in five pastel shades: cream, green, blue, lilac and light yellow and will carry the strapline; Little bag. Lots of Cake.

The new-style packs – Madeira, Ginger, Carrot, Toffee and Chocolate Fudge – also feature ‘back of pack’ recipes for: one cake, 15 slices, 24 cupcakes or 12 muffins, further endorsing the cake mixes versatility.

David Wright, managing director of Wright’s commented: “Our new look packaging is targeted towards younger consumers and families who have been inspired by the growing popularity of at-home baking. Our aim was to ensure that our new packaging delivers maximum appeal and underlines the versatility of our cake mixes while retaining our heritage.”