Cocoa-brand Food Thoughts has introduced a new premium range of cake mixes, frostings and chocolate chips, as part of a refreshed brand identity.

A new logo, packaging, visual look and three new product ranges are part of this rebrand. This move is a push towards Food Thoughts’ goal of bringing innovation to the cake mixes and frostings category to attract a wide generation of home bakers.

The Beautiful Chocolate Cake Mix and Ginger Cake Mix are launching exclusively in Sainsbury’s this summer for a recommended retail price of £4.50, respectively.

Additionally, the brand will stock Velvety Chocolate Flavour Frosting and Velvety Vanilla Flavour Frosting for a recommended retail price of £3.95 each.

Food Thoughts is also growing its chocolate range with the addition of Milk Chocolate Chips, which are made with 41 per cent single-origin Colombian cocoa which is ethically sourced.

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The brand aims to create a premium ethically sourced alternative for consumers who want high-quality food but may lack the time to bake a cake entirely from scratch.

The business believes that retailers have an opportunity to unlock significant category growth by encouraging existing consumers to bake more often.

Jason Kerr, joint managing director at Food Thoughts said: “We are appealing to a new breed of baker. We saw an opportunity to redefine what people expect from the category.

“Consumers are increasingly willing to invest in products with better ingredients and exceptional flavour, and they rightly expect those same standards from the products they bake with at home.”

According to the business, the cake mixes were developed with professional chefs using recipes that have been tested commercially to bring quality performance to the retail home baking aisle.

The brand’s new products will start rolling into store from mid-August onwards and will introduce five new lines into up to 440 Sainsbury’s stores nationwide.