FDBusiness.com

Premium kids’ home baking range pegged for success: Mintel analyst

 Breaking News
  • Ardgowan Unveils Plans For Inverclyde Distillery Ardgowan Distillery has revealed ambitious designs for its new £12 million distillery which is being built on the Ardgowan Estate near Inverkip, 30 miles west of Glasgow. The plans showcase the flagship building which has just secured revised planning consent from Inverclyde Council. The striking new design, by Michael Laird Architects, brings a number of improvements [...]...
  • HKScan Launches Exports of Finnish Poultry Products to Sweden HKScan, the Nordic food and meat group, has started exporting Finnish poultry products to Sweden. They will initially be sold through the largest retailer ICA’s outlets under the Karinäs®(Kariniemen®) brand. The launch gives Swedish consumers access to a new innovation: high welfare farm-born poultry that is hatched on the farm where it is raised. This new concept is [...]...
  • Almonds Retain Top Spot For Nut Introductions in Europe According to Innova Market Research’s latest Global New Product Introductions Report, almonds retain the number one spot for nut introductions in Europe. With a 47% share of global almond product introductions, the region leads globally for the eleventh year running. Europe as a whole saw a total of 5,017 new introductions with almonds – a [...]...
  • Arla Foods UK Launches New Standards Model to Bring Sustainable Change to Dairy Farming With ongoing volatility in the global milk markets, increasing consumer misunderstanding of the sector, polarised levels of support for UK dairy farmers and a new post-Brexit Agriculture Bill the challenges for dairy farmers are mounting. Farmer-owned co-operative Arla Foods has launched ‘Arla UK 360’ – a new standard in UK dairy farming. The Arla UK 360 [...]...
  • €172 Million to Promote EU Agri-food Products In and Outside the EU The European Commission will provide funding of €172.5 million from the EU agricultural budget to promote EU agri-food products in Europe and across the world. 79 campaigns, covering a wide range of products such as dairy products, olives and olive oil, and fruit and vegetables, will be rolled out over the next three years. Agriculture and [...]...

Premium kids’ home baking range pegged for success: Mintel analyst

Premium kids’ home baking range pegged for success: Mintel analyst
May 31
15:15 2013

A premium baking mix range targeting kids is set for success given the growth in home-baking and parents’ concern over natural and healthy choices for their children, a Mintel analyst says.

The UK range from Cookie Crumbles is predominantly sold in delis and specialty shops but is set to launch in Whole Foods markets in Kensington, London soon.

The range features four mixes – Sunny Oat & Raisin Cookie Mix, Awesome Wholesome Brownie Mix, Granola Energy Bar Mix and Blueberry & Vanilla Muffin Mix.

The baking mixes are positioned at the premium end of the market, using natural ingredients. It’s this premium nature that puts the brand a cut above the rest, said Emma Clifford, senior food analyst at Mintel.

“Given the emphasis that parents in particular place on health and natural, it’s a very interesting positioning and should prove successful,” Clifford told BakeryandSnacks.com.

She noted that there aren’t many premium baking mixes using natural ingredients on the market that target kids.

“Whether the range would do quite as well in supermarkets is unknown, because consumers are very price sensitive when shopping in supermarkets,” she said.

Family-orientated activity

Cookie Crumbles was established over ten years ago as a UK cookery school for children. Founder of the firm Carola Weymouth said the new baking mixes should encourage children to get more involved in the kitchen.

“They are perfect for busy families who aren’t accomplished bakers but want fun and fuss-free baking,” she said.

Clifford agreed that baking mixes hold appeal because of their simplicity and speed.

Baking in general is a very family-orientated activity because it’s so simple and has quick results,” she said.

UK home baking ‘in vogue’

Home baking in the UK soared by 59% between 2007 and 2012, hitting £1.7bn ($2.6bn), according to Mintel data, with mixes performing the strongest – up in value by 26% for 2012.

 “Any new brand entering this market is well placed to do well because it’s growing so much. Home baking is in vogue, so it’s definitely the right time to be launching,” Clifford said.

“Last year was big in the UK with the Jubilee and Olympics spurring growth,” she added.

While the market continues to show strong growth, she said that momentum will likely slow over 2013.

About Author

colin

colin

Related Articles



Food & Drink Business Conference & Exhibition 2016

Upcoming Events

  • October 21, 2018Int'l Food Products Exhibition (Sial)
  • October 25, 2018Italian Espresso Coffee Show (TriestEspresso Expo)
  • October 25, 2018Finnish Food Fair
  • October 31, 2018Int'l exhibition for food products and equipment (Indagra Food)
AEC v1.0.4

find food jobs

The Magazine

F&D Business Preferred Suppliers

New Subscriber





Subscribe Here



Advertisements