A1 Cake Mixes steps into the spotlight with relaunch

After two decades of operating as the secret ingredient behind some of the UK’s most successful bakery products, A1 Cake Mixes has officially stepped into the spotlight.

The specialist sweet bakery brand, part of Kluman & Balter and the Brenntag Group, has announced a comprehensive brand relaunch and the debut of a new dedicated digital platform: www.a1cakemixes.com.

Since its inception in 2005, the Manchester-based outfit has built a formidable reputation within the retail, industrial, and craft bakery sectors. Operating out of a purpose-built development facility in Trafford Park, the brand has traditionally grown through industry word-of-mouth rather than public marketing — until now.

The relaunch marks the first significant public-facing investment in the brand’s 21-year history. For manufacturers, the move signifies more than just a new logo; it represents a commitment to transparency and accessible technical partnership.

Lawrence Watson, managing director at Kluman & Balter, believes the timing is right for the brand to showcase its capabilities.

“A1 Cake Mixes has been doing the hard work behind the scenes for over 20 years,” says Watson. “We’ve earned the trust of some of the most demanding operators and manufacturers in the industry by delivering consistent quality, genuine technical support, and real flexibility — but we’ve never really shared that story publicly. This relaunch changes that; the new brand and website give us a platform to show the market what A1 Cake Mixes is capable of as a trusted partner.”

The new website offers manufacturers a comprehensive view of the A1 portfolio, which spans more than 30 professional-grade sweet bakery mixes. The range includes staples such as crème cake, muffin, sponge, and brownie mixes, as well as high-performance genoise and scone blends.

Crucially for modern manufacturers, the relaunch highlights A1’s expanding free-from category, including eggless, gluten-free, and vegan options — products designed to meet the rigorous demands of the evolving consumer landscape without sacrificing structural integrity or taste.

Benefits for manufacturers:

• Scale and flexibility: while standard products are available in 12.5kg cases on a Day 1 for Day 4 delivery schedule across mainland UK, A1 offers bespoke pack sizes ranging from 3.5kg to 25kg to suit various production line requirements.
• Direct technical access: unlike many ingredient wholesalers, A1 provides direct access to an in-house team of technical development managers and pâtissiers. This team supports manufacturers from initial concept and recipe formulation through to scaling up for commercial production and troubleshooting.
• Regulatory assurance: all products are manufactured at BRC-accredited sites, ensuring the highest food safety standards required by major retailers and industrial partners.
• Bespoke development: for businesses looking for a unique edge, A1 offers custom recipe development, leveraging the global ingredient reach of the Brenntag Group and the local distribution expertise of Kluman & Balter.

As the bakery sector faces ongoing pressure regarding ingredient costs and supply chain reliability, A1 Cake Mixes’ move from a silent supplier to an active market presence offers UK food businesses a reinforced option for stable, high-quality sweet bakery production.

The full range and technical specifications are available to view now at www.a1cakemixes.com.