Pyrex is leading a campaign to revive interest in home baking with the launch of the first National Baking Week, running October 20 to 26.
Television chef Rosemary Shrager is supporting the initiative, and Pyrex is also working with leading partners from the food and homewares sector including Kenwood, Lyle’s Golden Syrup, Philadelphia, British Lion Eggs, Allinson Flours, Schwartz, Président and Fairy.
To raise the profile of National Baking Week through retailers, a variety of initiatives is scheduled for October with supermarket multiples, department stores and independent stores nationwide. These will include loyalty card incentives, money-off coupons for Pyrex and partner products, free gifts, in-store merchandising and consumer competitions.
A dedicated website for the campaign, nationalbakingweek.co.uk, will provide an up-to-date portal of information, including recipes suggestions, competitions, family baking pages and links to partner websites.
To demonstrate just how simple and quick home baking can be, a recipe book is also being created featuring ideas using just five ingredients and taking five minutes to prepare. They will be distributed through 100,000 copies of She magazine and Pyrex Centres nationwide, and there will also be a PR campaign.
Mintel reports an increase in the market for home baking products from £375m in 2003 to £425m in 2006, and projects a further 28% growth between 2006 to 2010, making the sector worth almost £550m. In addition, research for Pyrex shows that almost two thirds of consumers are doing more home baking than five years ago.