The Co-operative Food to launch new home baking collection


The Co-operative Food is to launch a  new home baking collection offering an even wider range of inspirational and innovative lines as millions of amateur-baking Britons pick up their rolling pins and don their aprons to try their hand at baking.

With nearly half of people (42%) baking at home more than once a month, the retailer said it will be a one-stop shop for home bakers wanting to create show-stopping creations  – from artisan-style breads, sensational  sponges  to fun and tasty cupcakes – with its new range going into selected stores nationwide from 15 October 2014.

Research from the community retailer, to promote the new range, showed that Brits are a nation of boasting bakers, with the number of cake tiers proving our worth more than ever before. Men are the worst culprits with one in 10 confessing to hitting the stove just to show off. A further 14% of home bakers believe that they are superior in the kitchen by creating their delicious delights from scratch and relish being relied upon by friends and family to pass on their expert knowledge.

However, a quarter of those surveyed admitted to fibbing about baking something from scratch after taking a few shortcuts. Those aged 25-34 feel under the most pressure to get it right when baking, with nearly a quarter blaming their partners for their high expectations.

Social media was also seen as a great way to show off the have-a-go home bakers’ show-stopping creations, with nearly a quarter of people saying they had shared pictures and messages whilst baking to friends and family online.

The Co-operative also found the most-loved cake to bake at home is the quintessential British classic, the Victoria Sponge topped the poll as the favourite cake recipe for amateur bakers beating more modern cakes including red velvet.

Despite on the rise of technology, the noble cook book is still the most popular way to find that perfect recipe (65%) with online catching up fast (56%). However nearly one in four cooks still rely on a family recipe passed down the generations.

The new range includes easy-to-prepare baking kits made up of a selection of sweet and savoury bakes, which are said to be perfect for novice home bakers and those with little time to make things from scratch, producing a finish product that looks and tastes amazing every time.

The retailer’s new artisan-inspired Loved by us Sour Dough Bread Mix and Loved by us Pumpkin Bread Mix creates loaves in minutes made by hand or using a machine with just a few extra ingredients. To finish off, egg wash the baked buns or loaves and decorate with the retailer’s re-launched seeds and nuts range for a fresh bakery feel.

And, for something sweeter, shoppers can recreate family-favourite puddings at home with our own-brand new Loved by us Lemon Drizzle Mix, Loved by us Chocolate Fudge Mix, and Loved by us Chocolate Brownie Mix. Plus, the new Loved by us Gingerbread Cupcake Mix, with buttercream icing and a mini gingerbread man stencil, is said to be perfect this autumn and winter for creating winter-warming delights for the whole family to enjoy.

With research by the retailer showing that cake trends are dictated by what’s hot on the catwalk, The Co-operrative Food has also developed a  range of cake fillings and toppings to give even more choice to shoppers looking to perfect those finishing touches – from edible glitter to pretty sugar paper butterflies and flowers, with selected lines “buy any three for £3.00”.

Loved by us Colour Gel range is claimed to be the first own-label range of its kind to launch in the UK. It is available in seven exciting colours giving decorators greater control guaranteeing an even better finish. Alternatively, new ready-to-use frosting trio in salted caramel, vanilla and chocolate are claimed to be the ultimate indulgence.

Existing lines in the own-brand home baking offering have also been re-launched with new and improved recipes to join the Loved by us range. In addition, all the products have been benchmarked against the leading own-label and branded lines to ensure the products are at the best ever quality, taste and value, the retailer said.