Mug Cake : how Dr Oetker speaks to French and German consumers.

Some years ago, Herta launched a ready to bake cake dough : open the pack, fill a cake mould, put in the oven and bake.

With its mug cake, Dr Oetker is increasing the preparation with one step (add milk) but offering a much more convenient and friendly use : mix the powder in a mug with milk in a mug, and put in the microwave.

Interestingly, the product looks totally different in Germany and France. On one hand, the German name is "Tasse Küchlein", which one could translate as "the small comfort cake in a cup" with a packaging emphasizing the cake, the aroma, the comfort food.The cake itself is not perfect, like a hand made one, as expected.

 On the other hand, the French one plays on the easy to use and speedy preparation (name is "gateau minute" = minute cake, strong microwave picture...), with a quite "industrial" packaging where the cake's picture looks like coming out from the Dr Oetker factory.

Let see how both countries respond to it !