McDougalls
McDougalls established in 1864 by Alexander McDougall when he recruited his sons into his established business as chemists, The same year the McDougalls brothers developed and patented a substitute for yeast, by adding the raising agent to Flour, McDougalls invented the first Self Raising flour and arguably the first convenience food.
This invention revolutionised Home Baking and was the starting point for establishing McDougalls as a household name
Today McDougalls is at the core of home baking, and is a market leader within the categories it operates in, these being Mainstream Flour, basic mixes, and childrens complete solutions
To mums who enjoy the emotional reward of providing home baked foods for their loved ones, McDougall's inspires them to bake and makes home baking easy. McDougall's guarantees results because they’ve been expert bakers since 1864.
Specifically targeted pack formats are available for the cash & carry / convenenience sectors within McDougalls range of market leading basic mixes.
Basic Mixes are ready to use products which are a component to making a dish, eg. Crumble Topping, Pastry etc.
Complete Solutions are a boxed product which contains everything that you need to bake a product (except for eggs/oil/water), i.e. there will be individual sachets within the box for sponge mix, icing and decorations.
McDougalls has recently stirred up the Homebaking market with its relaunch in October 2009, introducing a packaging refresh across the range as well as new products, McDougalls Wholegold, Luxury Crumble Mix and Savoury Crumble Mixes.
The Homebaking market is in 7% volume growth as the “make do and mend” culture spreads and celebrity chefs inspire consumers to return to the category. With the current growth and seasonal relevance this is an ideal time to relaunch the no.1 brand in flour.
The new packaging reflects the rich heritage of the brand which for over 150 years has inspired people to bake through the McDougalls cook book.
The eye catching designs deliver great stand out on the Homebaking fixture and reinforce McDougalls position as branded market leader.