How Duncan Hines Baked Consumer Data Into 'Keto-Friendly' Cake

What the 78-year-old baked goods brand learned when it transformed its marketing strategy


Most customers don’t associate Duncan Hines with the strict, low-sugar keto diet—yet. The company, which is best known for its boxed baking mixes, has its consumer insights team working to change that. 

The Conagra Brands-owned label launched “keto-friendly” microwavable cake mix cups in June 2020 and yellow cake and brownie mixes in March. Keto-friendly frosting hits shelves next year. Each package and cup is prominently labeled “keto-friendly” along with its net carbs, a term that indicates total carbohydrates minus fiber.

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