Recipe for success

Dr. Oetker's new gel food colours are available in a spectrum of colours from red and blue to neon, violet and orange

The home baking sector has continued to grow in popularity in recent years. David Corscadden explains how the sector looks set to continue this success

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Brand Central

At A Glance: Home baking

• Dr. Oetker has brought innovation to the sector with its gel food colouring
• The Dr. Oetker range has become more convenient for time sensitive home bakers
• Dairygold holds an 18% market value share in the butter and spread sector*
• (*Source: AC Nielsen June 12)
• Dairygold has brought innovation to the sector with its baking block
• Homecook Wonderbar cooking chocolate continues to be a firm customer favourite

Home baking has, for the past number of years, been a sector that has seen rejuvenation. The growing popularity of TV cookery shows and the explosion of an online reference base of recipes means it has never been easier for people to be inspired. Irish celebrity chefs such as Donal Skehan and Rachel Allen have made home baking popular with generations who don’t have the means to buy high end treats, but can create them at home for a fraction of the price.

Doctors secret 

Dr. Oetker, which says it is the number one in baking aids and finishings, continues to expand its extensive range of products with new product developments. The launches are aimed at making home baking and cake decoration quicker and easier for consumers.

Dr. Oetker’s new gel food colours are available in a spectrum of colours from red and blue to neon, violet and orange

Dr. Oetker’s new gel food colours, develops the brand’s extensive liquid food colour range to be more user friendly. It is hoped that this range will help consumers find an easier method to colour icing, meringues and sponge cakes. The range is available in a spectrum of colours from red and blue to neon, violet and orange. The gel colouring will come as an advantage to home bakers who want to achieve vibrant colours, without losing the consistency of their icing, as can happen with the liquid alternative.

Dr. Oetker has redesigned its baking aid range to cater for a consumer base that is baking more often. The re-launch of its gluten-free baking powder, in tube format, offers great value and allows for easier storage. Baking powder, bicarbonate of soda, cream of tartar and ground arrowroot are found in a new sachet form. The new design contains six individual sachets allowing customers to open them when needed, helping the product to stay fresh for longer. The new format is aimed at home bakers looking for convenience in a smaller format.

Dr. Oetker has worked to promote the value of home baking through product recipe promotions and a nationwide cupcake challenge. With Christmas coming Dr. Oetker hopes to build on this success and see consumers turn to it for all their Christmas baking and decorating needs.

Gold standard 

Dairygold holds an 18% market value share* which it claims is down to a truly loyal customer base. It has built on this popularity by introducing new families to its ranges through TV promotions and in-store displays. Dairygold has told consumers that they can scoop, spread and melt their butter and now they can bake it, with the launch of its new baking block.

Dairygold believes this new innovation in the butter sector will be the answer to consumers’ baking needs. Like its other products, the baking block is made with churned milk, which Dairygold claims will add flavour to home baking. In a sector where consumers may not have the time for traditional baking methods, the baking block aims to help. Unlike traditional margarine, which must be softened prior to use, it can be used straight from the fridge.

The addition of a measuring guide is a modern advance on rather traditional packaging, while making home baking more convenient for users. Dairygold aims to highlight home baking to customers with a collection of quick and easy recipes found on its website www.butteritwithdairygold.ie.

A choctastic addition

Homecook offers consumers high quality chocolate through its premium range of products

A firm favourite with home bakers, Homecook Wonderbar cooking chocolate has been found on kitchen shelves for years. The range’s versatility means it can be used for baking children’s favourite chocolate chip cookies or more grown up deserts like chocolate soufflé.

The range caters for all preferences, available in milk, dark and white chocolate variants. The range is available in single bar packs (150g) or value packs (450g). The need for time saving ingredients as dictated to consumers by celebrity chefs such as Nigella Lawson, has led Homecook to diversify. The brand has launched a 250g microwaveable pouch of chocolate chips which melts the chocolate in seconds.

Homecook offers consumers high quality chocolate through its premium range of chocolate. The range is available in Belgian dark chocolate with 72% cocoa or in Belgian milk chocolate containing 32% cocoa content. The premium range allows consumers the same high quality and luxuriousness as shop bought treats but at a fraction of the price through baking at home.

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