Cake mix launch to shake up UK market

Westmill Foods is talking to advertising agencies about a campaign for an instant cake mix which has previously only been available in Australia.

Westmill bought the licence to use the brand – Shakeacake – in the UK from Green’s of Australia about three weeks ago.

Shakeacake comes in a bottle and is available in a variety of flavours. Its selling point is its simplicity: all that is needed to make the cakes – including pancakes and muffins – is to add water, shake the bottle, pour into a cake tin and then cook.

Westmill says the new brand should revitalise the declining cake mix market.

Westmill Foods is owned by Associated British Foods (ABF). ABF has been looking for acquisitions in the food ingredients business which it says is likely to offer a better return on investment compared with packaged goods businesses.

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