Following a global search for trends in baking and intensive consumer research Home baking expert Dr. Oetker has launched a brand new range of cake decorations and innovative baking aids, offering more choice than ever for consumers and adding real value to the growing category.

The ingredients and decorations market has seen strong growth over recent years and is currently worth £111.4m, +15.6% YOY. As brand leader Dr. Oetker is investing heavily in the category in both innovation and communications to ensure this long term growth continues.

Building on the success of its recently launched Wafer Daisies Dr. Oetker has introduced a brand new range of bright and beautiful decorations to help consumers recreate Cupcakes seen in the famous bakeries of London and New York. The new additions include Citrus Flavour Strands, Polka Dots, Soft Sugar Pearls and Shimmer Sugar and tap into the consumers need to create simple yet gorgeous cupcakes in the home.

Dr. Oetker is also introducing two innovative new baking aids picking up on insights from professional bakeries. Cake Release Spray and Egg Glaze Spray take professional ‘cheats’ into the consumer market.

Gill Davies, Marketing Director for Dr. Oetker ambient commented: “Our consumers have fed back that they wanted to be able to buy all the key baking items under one roof, so we’ve introduced more unique decorations along with two professional style baking aids which until recently would have only been sold in bespoke retailers, sugar craft stores or on line.

“In addition, we’ve studied the best of what is out there in bakeries from New York to London and we’ve recreated the most interesting of products to make them available for our consumers so that they can recreate gorgeous looking cakes in their own homes.”

Dr. Oetker is continuing its heavy investment in the home baking category with a £4m support plan for 2011. This includes extensive consumer press advertising throughout the Spring across monthly women’s publications and Sunday Supplements. The advertisements feature their unique Wafer Daisies and Chocolate Regal-Ice products. And additional baking buzz is being fuelled by the recent launch of their Dr. Oetker Baking Facebook site.

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