Dr Oetker has launched an innovative Mug Cake Mix to cater for busy convenience shoppers.

Available in three flavours, Rich chocolate, Chocolate Chip and Lemon, the product conveniently contains all the ingredients needed for a fresh cake in one sachet.

To make the Mug Cake, consumers just need to pour four tablespoons of milk into a mug, stir in the mix and bake in the microwave for 70 seconds.

The Mug Cakes are available to retailers now in cases of 15 with an rrp of £0.79.

Gill Davies, executive head of marketing at Dr Oetker UK, said: “As consumers become increasingly busy, we felt it was important to create a super-convenient product. Mug Cake taps into a trend with huge potential and we expect it will be extremely popular, particularly for the convenience retail sector.

“The product stands out from competitor cake mixes, suiting a wide range of abilities and is easy to make at lunchtime in the office or as an after school treat for the kids.”