RHM Frozen is launching a frozen bakery line with its McDougalls brand. The range includes Pains au Chocolat, Croissants, Pecan Danish, Cinnamon Danish and Custard Danish, all sold in convenient packs of four, five or six.

Alison Wright, RHM Frozen’s head of marketing, said: “With over one hundred years of home baking heritage, and brand leadership in the frozen pie market, McDougalls is perfectly positioned to pioneer bake-from-frozen morning goods.”
“Consumer interest in fresh morning goods has been heightened by the growth in coffee shops and in-store bakeries – driven by the appeal and aroma of fresh baking.  However, many such products have a short shelf life, or are eaten cold.  The McDougall’s bakery range offers consumers the same appeal and aroma, but baked at home, the range can be enjoyed warm out of the oven – and eaten fresh. Home baking straight from the freezer is quick and effortless, presenting consumers with additional reasons to shop from the frozen fixture.”

RHM Frozen’s Bakery Range will be rolling out in multiples from February 2006 at £1.99 per pack.