British-owned cocoa brand Food Thoughts has launched a premium range of cake mixes, frostings and chocolate chips as part of a wider brand transformation aimed at reigniting interest in home baking.
The relaunch introduces refreshed branding, packaging and three new product ranges, with Food Thoughts seeking to bring greater innovation to the cake mixes and frostings category.
Launching exclusively in Sainsbury’s this summer, the range includes Beautiful Chocolate Cake Mix and Beautiful Ginger Cake Mix, priced at £4.50 for 400g, alongside Velvety Chocolate Flavour Frosting and Velvety Vanilla Flavour Frosting at £3.95 for 400g. The company is also introducing Milk Chocolate Chips, made with 41% single-origin Colombian cocoa, to complement its existing 70% Dark Chocolate Chips.
Best known for its Organic Cocoa Powder and Organic Cacao Powder, Food Thoughts has built a following among professional chefs and home bakers through its focus on quality ingredients and ethical sourcing.
Rethinking the cake mix category
Food Thoughts believes the cake mix category is failing to appeal to many modern consumers. While shoppers regularly spend on premium cakes and sweet treats from cafés and bakeries, cake mixes can still be perceived as a lower-quality option focused primarily on convenience.
The company aims to challenge that perception by targeting consumers who enjoy high-quality food but may lack the time, confidence or inclination to bake entirely from scratch.
Jason Kerr, Joint Managing Director at Food Thoughts, said: “When we acquired Food Thoughts, we weren’t looking to launch just another cake mix. We saw an opportunity to redefine what people expect from the category.”
He added that making baking simpler and delivering dependable results could encourage consumers to bake more frequently.
Bringing professional consistency home
The new mixes were developed with professional chefs using recipes tested in hotels, restaurants and other hospitality environments. Food Thoughts has adapted this approach for domestic kitchens, combining convenience with consistent results.
Research conducted among 2,586 Food Thoughts customers found that 73% would consider purchasing a ready-to-use cake mix, while time, mess, waste and lack of confidence were identified as key barriers to baking more often.
The mixes require only oil and water, reducing the need to purchase multiple ingredients and helping minimise preparation time, washing up and food waste. Removing eggs also aims to lower cost and reduce variability.
Food Thoughts says the products have been designed to deliver consistent results despite differences in preparation and mixing times, helping less experienced bakers achieve greater confidence while offering regular bakers a quicker alternative.
