Dec 16, 2013

Microwave Cake Mugs Stir Up Retail Excitement

Abbey Press’s new mug line, “My Cup Runneth Over,” lets you have your cake and eat it too – made right inside a mug in the microwave.

Each of the six 8-oz. stoneware mugs in the collection has a recipe printed on the outside for mixing and baking a personal-sized mug cake in the microwave – in just a few minutes. Available January 15, the mugs retail for $13, and each includes a wire whisk for mixing.

The trendy-colored mugs feature recipes for Chocolate Cake, Coffee Cake, Banana Cake, Celebration Cake, Cinnamon Roll Cake and Irish Coffee Cake. Each mug also displays an inspirational sentiment with a touch of whimsy – for example: “God sends no stress that chocolate and prayer can’t handle.”

Initial reaction to “My Cup Runneth Over” has been very strong from retailers and key accounts, says Kelli Harding, Key Accounts Manager at Abbey Press. “We started noticing the ‘mug cake’ trend, with recipes being passed around by email and on pinterest. And we wanted to tie into this need we all have to indulge our sweet tooth a bit – but in a really easy, clever and convenient way.” Harding feels that “the beauty of these mugs is that you can just mix up your own personal little treat in no time at all with simple ingredients that you have on hand.”

She adds that “kids are fascinated with making the little mug cakes too. They love to help measure, mix, whisk up the batter and then watch the cake rise in the microwave. What could be more fun?” According to Harding, the mugs make great impulse buys “for favorite people or even just to treat yourself.”