The Grocer – 20 July 2019

focus on... home baking

Get the full story at thegrocer.co.uk 20 July 2019 | The Grocer | 43

Cake Décor Edible Glue

Mr Kipling home baking range

Unicorn and Dinosaur Sprinkles

In each season of The Great British Bake O , at least one

baker has an issue with their 3D creation sticking together,

earning a raised eyebrow from Paul Hollywood. For bakers

wanting better results, Cake Décor’s new super-strength

edible glue (rsp: £1) promises to hold everything from cake

decorations to a biscuit nativity scene in place.

Mr Kipling joined fellow Premier Foods cake brand

Cadbury in Asda’s home baking  xture last month. The

range consists of Cherry Bakewell, Apple Pie and Country

Sponge cake mixes, alongside a vanilla buttercream and

an almond icing, each costing £2.50. The lineup also

boasts 100% natural  avours and no arti cial colours.

Who said the unicorn trend was dead? Dr Oetker’s latest

range of sprinkles (rsp: £2/52g) are available in unicorn

and dinosaur-inspired colours, targeting parents baking

with their children. The two new lines come in novelty

packs that include a dinosaur or unicorn ‘head’ as the cap,

and can be used to top cakes, biscuits or ice cream.

Launched: July 2019

Manufacturer: Cake Décor

Launched: June 2019

Manufacturer: Premier Foods

Launched: May 2019

Manufacturer: Dr Oetker

Chocolate Cheesecake Brownie Kit

Launched: April 2019 Manufacturer: Bakedin

Cake mix brand Bakedin is selecting the most popular recipes from its monthly

subscription service for its retail lineup. This premium mix, which creates a brownie

topped with a layer of cheesecake followed by a layer of Belgian chocolate, is one

of those recipes. Bakedin says the chocolate cheesecake kit, which launched into

Ocado in April (rsp: £3.50/300g), was an instant hit with subscribers. It’s hoping retail

customers will have the same reaction.

to attract younger shoppers who want a fuss-

free approach to baking. “Driving excitement

in the category for future generations of bak-

ers is a top priority for Betty Crocker,” says

marketing manager Lindsay Hill. It seems to

be working. The brand reports 60% of its Mug

Treats sales have come from new entrants to

the category.

Hill believes the single-serve nature of the

range has also been a sales driver. “Single-

serve continues to be a growing trend, largely

due to the rise in single-person households

and consumers looking for portion-controlled

treats ,” she says. Indeed, single-serve home

baking sales rose 6.2% this year [Nielsen 52

w/e 25 May 2019], though they still account for

just 2.5% of the category.

But it’s not all about quick  xes for young

singletons. When today’s consumers do

decide to bake, a growing number of them

are going all out. The premium home baking

market has grown 8% to total £13.4m [IRI 52

w/e 25 May 2019]. “We’re seeing a de nite shi

towards high-end baking,” says Dr Oetker’s

Brown. “Shoppers are increasingly willing to

pay a premium for products that help them

produce perfect results for special occasions,

as well as adding to the indulgence of bakes.”

So brands that communicate more pre-

mium credentials are managing to buck

the overall decline in home baking. Luxury

brand Food Thoughts, for example, is see-

ing double-digit growth across its cocoa and

cacao range. And premium, all-natural brand

Superfood Bakery, whose range of gluten-free

mixes includes pancakes with baobab pow-

der and organic brownies with maca powder,

says it managed to triple sales in 2018.

Own label is also cashing in on the

demand for all things posh. Sales of premium

retailer lines are up a whopping 16.8% in

value [Kantar]. And Asda has emerged as a

front-runner in this area. Its high-end lines

include everything from an Extra Special  a-

vour extracts range – boasting  avours such

as Moroccan Almond, Sicilian Lemon and

Valencia Orange – to a premium Bake in The

Box lineup. That’s helped Asda’s own-label

home baking range shoot up a staggering

70.4% to £26.4m.

The trend has also bolstered the one area of

home baking in growth, according to Kantar

data: ‘other baking items’. Including colours,

 avours and decorations, this section of the

market has grown 2.3% to £126.2m. These are

the products that, as St Pierre Groupe founder

Jeremy Gilboy puts it, help bakers “unleash

their inner Mary Berry”.

That desire to channel Berry is good

news for the likes of cake decorating brand

Renshaw. “Bakers are looking for ways to

add a professional  nish to their bakes,” says

marketing manager David Ferguson. “Brands

and retailers need to ensure they’re provid-

ing even the amateur home baker with