Duncan Hines wants to be the cream of the crop among the baking mixes.
The Pinnacle Foods-owned brand is going after highly sought marketing deals and rolling out new packaging as part of an overall brand repositioning. Come this fall, new Duncan Hines introductions — such as Decadent Glazes and Decadent Cakes — will feature a new, more “upscale” brand packaging, said company rep Michelle Weese.
The move coincides with Duncan Hines’ efforts to tap into the recession-driven, eat- and bake-at-home trend.
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