Challenge
During the pandemic-driven surge in home baking, we identified a market gap for consumers who wanted to create social-media-worthy baked goods without the time or skill required for scratch baking. Our goal was to create a product that bridged convenience with aspiration.
Solution
I led the design and development of the EPIC Baking Kits, a new platform under Duncan Hines featuring over-the-top cake, brownie, and cookie kits. Each box included mix, frosting, and toppings, supported by simple four-step instructions to ensure consumer confidence. The launch included a strategic licensing partnership with Fruity Pebbles for its 50th anniversary to cross-promote to two consumer bases.
During the pandemic-driven surge in home baking, we identified a market gap for consumers who wanted to create social-media-worthy baked goods without the time or skill required for scratch baking. Our goal was to create a product that bridged convenience with aspiration.
Solution
I led the design and development of the EPIC Baking Kits, a new platform under Duncan Hines featuring over-the-top cake, brownie, and cookie kits. Each box included mix, frosting, and toppings, supported by simple four-step instructions to ensure consumer confidence. The launch included a strategic licensing partnership with Fruity Pebbles for its 50th anniversary to cross-promote to two consumer bases.
Results
The line was an immediate retail success, with all five SKUs becoming top performers at the nation's largest retailer. This project validated that strategic packaging design and product positioning can translate into a premium experience, driving both revenue and brand relevance in a mature category.
The line was an immediate retail success, with all five SKUs becoming top performers at the nation's largest retailer. This project validated that strategic packaging design and product positioning can translate into a premium experience, driving both revenue and brand relevance in a mature category.
