KANSAS CITY — What started as an idea circulating on social media for consumers wanting to make a single serving of their favorite dessert has become a kind of mug cake movement, inspiring C.P.G. brands to innovate in the category. Pinnacle Foods, Inc. debuted its Duncan Hines “Perfect Size for One” baking mixes in early 2017, and now a year later companies such as General Mills and Cherryvale Farms are following suit.

General Mills, Inc.’s Betty Crocker brand is joining the mug cake movement with its new line of Betty Crocker Mug Treats. The products feature single-serve mixes with toppings such as frosting or glaze in eight varieties: triple chocolate cake mix with fudge frosting, rainbow chip cake mix with rainbow mix topping, chocolate peanut butter brownie with peanut butter topping, hot fudge brownie with fudge topping, cinnamon roll cake mix with cream cheese icing, soft-baked chocolate chip cookie mix with fudge topping, chocolate caramel cake mix with caramel topping and blueberry muffin mix with cream cheese glaze.

Cherryvale Farms, Inc. is putting a plant-based spin on microwavable instant mug cake mixes with its new Instant Indulgence line. The mixes are 100% plant-based, egg-free, dairy-free, nut-free and from preservatives and artificial colors and flavors. Varieties include Rich Chocolate Brownie In A Minute, Salted Caramel Chocolate Cake In A Minute and Birthday Cake In A Minute.

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