Available now Betty Crocker Chocolate Fudge Cupcakes Mix includes all the elements consumers need to make delicious cupcakes: including cake mix, chocolate icing, white chocolate sprinkles and 10 cupcake cases.
Ed Culf, Marketing Director, General Mills UK, comments on the rationale behind the launch of the new product: “Cupcakes are currently very in vogue* and, as a product offering, last year experienced exceptional growth of 47%**. What we’ve found is that there is a definite role in the category for a quality product that is both appealing to adults and easy enough to prepare that the whole family can get involved.”
Cupcakes represent a different consumer consumption occasion to cakes (or even brownies). They are served in individual portions and they can be personalised through decoration.
“Betty Crocker Chocolate Fudge Cupcakes Mix offers parents a product that meets the numerous consumption occasions of the modern family,” says Culf. “Whether a weekend or after-school treat or even a tea party or special occasion, Cupcakes are absolutely perfect. They are fun to bake and delicious to eat. Betty Crocker Chocolate Fudge Cupcakes Mix has a three-step approach which is quick and easy to prepare.”
The new product benefits from the overall £1 million marketing support campaign for Betty Crocker.
Andy Foweather, Sales Director, General Mills UK, says: “Betty Crocker continues to go from strength to strength, both in terms of sales performance and brand development. Last year the brand grew by a staggering 46.1% to generate £12.5 million in value sales***. The brand accounted for more than a quarter of sweet baking mix sales***, which demonstrates its importance to the category. The launch of Betty Crocker Chocolate Fudge Cupcakes Mix is another stage in the brand’s continued development and is sure to attract even more consumers to both brand and category.”
Contemporary new look
Coinciding with the new product launch Betty Crocker is undergoing a packaging makeover which is set to enhance the warm emotive feel of the brand.
New-look packs, which rolled out across the entire range from January, feature delicious new product photography, colour-coding to help consumers differentiate between variants, and additional GDA information. At the same time, the packaging will retain the familiar and popular Betty Crocker red colouring.
Culf says: “The moment when consumers arrive at the fixture and decide which products to transfer from shelf to trolley is crucial. It is here that the packaging can either help or hinder when it comes to choosing the right product.”
* Source: Ed Garey Research & Consultancy – Aug 2009
** Source: IRI Total Grocery Outlets, Value Sales, 52 w/e 5 Sep 2009
*** Source: IRI UK Total Grocery Outlets, Value Sales, 52 w/e 28 Nov 2009
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