Woolworths makes its biggest mudcake change in more than 30 years
Updated . First published
Mudcake lovers rejoice! Woolworths has announced the addition of a ‘Free From Gluten’ version of the chocolate treat to its range as of August 24.
And unlike many of the supermarket’s limited-release mudcake flavours, this one will be a permanent addition to Woolies’ bakery line up.
The new gluten-free mudcake will be available from August 24. Woolworths
The mudcakes are a decent size, 600g, and will be priced at $10.
“We wanted to give more customers the chance to enjoy a mudcake experience,” Donald Keith, Bakery Merchandise Manager at Woolworths, said.
“We needed the right innovation to craft something that looks, feels and tastes similar to the original.
‘We wanted to give more customers the chance to enjoy a mudcake experience.’ Woolworths
“To make this possible, we swapped out the wheat flour for a special blend of gluten-free alternatives designed to hold in the moisture and give the cake its signature fudgy taste.”
Woolworths already sells several gluten-free bakery items under the ‘Free From Gluten’ range, including Iced Carrot Slices, Chocolate Cheesecake, Lamingtons and Apple Pie.
In further Woolies mudcake news, the supermarket is dropping a limited-edition Mudcake Reusable Shopping Bag from August 26, selling for $2 while stocks last.
“Our mudcake has such a huge following across Australia. Creating a bag was our way of having a bit of fun with that heritage,” Rhonda Ma, General Manager of Bags at Woolworths, said.
The Mudcake Reusable Shopping Bag is available from August 26, selling for $2 while stocks last. Woolworths
Coles and Aldi sell popular mudcakes in a variety of flavours, but no gluten-free. Jo Abi
“It’s a great little add-on for customers who love the range as much as we do.”
Coles and Aldi also sell popular mudcakes in a variety of flavours, but neither has added a gluten-free version to their lineups.
However, Coles sells a slab-style Chocolate Celebration Cake that is reportedly gluten-free, and stocks several bakery items under their ‘I’m Free From Gluten’ range including Blueberry and Choc muffins.
Gluten-free product choices have expanded rapidly in Australia in line with customer demand. These include cake mixes, breads, and any ‘breaded’ and ‘crumbed’ products.
The Australian gluten-free packaged food market sold strictly through supermarkets and hypermarkets is estimated at $145 million-$340 million.
The history of mudcakes Down Under
It was in the early ’90s that chocolate mudcakes arrived in Australia courtesy of The Cheesecake Shop. Their Boston Mud Cake quickly became a must-have at celebrations across the country.
It didn’t take long for Coles and Woolworths to realise chocolate mudcakes would be a big seller. The supermarkets soon began stocking the treats, eventually adding white chocolate and caramel varieties. Aldi also sells chocolate and caramel mudcakes.
It was in the early ’90s that chocolate mudcakes arrived in Australia. Woolworths
Coles and Woolworths regularly sell limited-edition mudcake flavours, including Coles’ recent Fairy Bread Inspired Mudcake, KitKat Celebration Mudcake and Swirled Chocolate Caramel Mudcake.
Wooworths has previously sold limited-edition mudcake flavours including Hokey Pokey Mudcake, Cookies & Cream Mudcake, and Choc Chip Cookie Mudcake.
Coles and Woolworths sell approximately two million mudcakes each per year.
