Atora, the UK’s number one suet brand¹, is expanding its range with the launch of Atora Dumpling Mix, a new convenient format designed to make preparing traditional dumplings easier than ever. Landing in selected Morrisons stores from 2nd November, the new product combines Atora’s trusted quality with a simple, ready-to-use mix, tapping into growing consumer demand for convenience.
Made with real beef fat for a rich, savoury flavour and expertly seasoned with black pepper, Atora Dumpling Mix requires only the addition of water to create eight light and fluffy dumplings. The versatile mix can be simmered on top of a stew, baked until golden or air-fried for a crisp exterior and soft, fluffy centre, offering shoppers a convenient way to enjoy a traditional favourite.
The launch comes as convenience continues to influence consumer preferences, particularly among younger shoppers. Research shows that dumpling mixes are more popular with under-45s than traditional suet², presenting an opportunity for Atora to introduce a new generation of consumers to dumplings and encourage more cooking occasions.
Jo Marshall, brand director – desserts & baking at Premier Foods, said: “Atora has been a trusted part of British kitchens for more than 130 years, and we’re continuing to build on that heritage by making traditional favourites easier to prepare for today’s shoppers.
“We know that convenience is increasingly important, particularly among younger consumers, and our new Dumpling Mix offers a simple way to enjoy the great taste and quality Atora is known for.”
First introduced in 1893, Atora has been a staple of British home cooking for generations known for its ready-shredded suet used in everything from traditional dumplings to pastries and puddings. The new Dumpling Mix joins the brand’s established suet range, offering shoppers another way to incorporate a classic British ingredient into their home cooking.
