More Than adds to Asher range, launches Harry Ramsden’s bakeware

More Than Group is to take on supply of the Jane Asher baking products handled by Malobel before it went into liquidation earlier this year.

More Than adds to Asher range, launches Harry Ramsden's bakeware

“There are going to be cake tin liners and oven liners, and there might be a couple of other products,” More Than Group sales director Patrick Winters told “They’ll definitely be available for spring next year and if I can get them for Christmas I will do.”

The products will sit alongside the Jane Asher range of bakeware already supplied by More Than Group, which itself will be extended to include a range of children’s bakeware early next year.

Winters also revealed that the company is set to launch a range of Harry Ramsden’s bakeware in September. “I’ve selected products that match Harry Ramsden’s food products,” he said. “They already have frozen fish in the supermarkets so I’m doing two fish pans, and they have frozen chips so I’m bringing two chip trays out. They’re also launching a Yorkshire pudding mix so I’m launching a Yorkshire pudding tray. There will also be a microwave saucepan because in the last 18 months they’ve become brand leader in mushy peas, selling a quarter of a million tins a week.”

Morphy Richards recently announced the launch of its Harry Ramsden’s fryer.

More Than Group has also signed up as a co-sponsor of Victoria Foods’ Home Baker of the Year contest for a second year. Contestants send their recipes to Victoria Foods, and shortlisted entrants then have to bake their recipe at the final in October at the Good Housekeeping Institute in London. Jane Asher and celebrity chef Brian Turner will be amongst the judges.

Jane Asher licensees Wade Ceramics and Home Creations are also sponsoring the event.

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