More Than Group’s Jane Asher Home Baking Collection is joining forces with Mornflake cereals in a three-month on-pack promotion which launches this month.
A bakeware set from the collection, comprising oven tray, sandwich pan and square cake pan, and normally retailing at £25, will be available to purchasers of Mornflake Superfast Oats, Organic Oats and Oatmeal at £9.99.
The promotional packs will also feature a series of exclusive recipes developed by Jane Asher for Mornflake.
The initiative directly taps into the current revival of home baking, reflected by the 25% sales uplift of home-baking products over the past five years, the rise of cake-making and decorating classes and the ever-increasing trend towards scratch cooking.
The Jane Asher Home Baking Collection also includes a wide range of oven trays, bake and muffin pans and roasting dishes.