JM Smucker is extending its Pillsbury brand of baking and frosting mixes with the launch of Purely Simple, a line that the company hopes will tap into US demand for products that are "made from simple ingredients" and free from colours, preservatives and artificial flavourings.

"The Pillsbury Purely Simple line uses recognisable ingredients in simplified baking and frosting mixes," said Maribeth Burns, VP of corporate communications. "We hope these products will make any moment special by sharing delicious homemade treats your way."

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The range consists of five baking mixes and two frosting mixes: white cake & cupcake mix; chocolate cake and cupcake mix; chocolate chip cookie mix; sugar cookie mix; chocolate chunk brownie mix; buttercream frosting mix; chocolate buttercream frosting mix.

Pillsbury Purely Simple is available at grocers throughout the US with a suggested price of US$1.99-3.29.

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