American-style bakery The Hummingbird Bakery chain in London has launched a branded housewares range.

The Hummingbird Bakery extends into housewares

American-style bakery The Hummingbird Bakery chain in London has launched a branded housewares range.

Items are presented in the chocolate, cream and pink Hummingbird Bakery brand colours in gift box style packaging. Included are a set of four cake forks, a set of measuring spoons, a cake slice, a tiered cake stand, a cupcake starter kit, a set of nesting cake tins and a flour shaker. All products, which are styled with a vintage American feel, are available exclusively via Amazon.co.uk and priced between £12 and £25, targeting them at the seasonal gifting market.

Founded in 2004 to bring the authentic taste of American home baking to London, The Hummingbird Bakery opened its first branch on Portobello Road in London’s Notting Hill in 2004 and has since launched a further five branches across the capital in South Kensington, Soho, Spitalfields, Islington and Richmond. There I also a franchise presence in the Middle East, with three branches operating in Dubai. Founder and managing director Tarek Malouf has also published four cookbooks, with combined sales of more than two millions copies.

The Hummingbird Bakery giftware range was developed through a long-standing partnership between The Hummingbird Bakery, global brand extension agency Beanstalk, and Scoop Designs, the manufacturer responsible for the production and distribution of the range. Work is already ‘well under way to develop an extended bakeware range to fulfill the needs of anyone baking from any of the Hummingbird Bakery cookbooks’. Launch of this range is expected during the early part of 2016.

Scoop Designs is a wholly owned subsidiary of International Greetings plc., which designs, manufactures, imports and distributes gift packaging and greetings, stationery and creative play products. The Hummingbird Bakery said: ‘As a key supplier to the UK high street, Scoop Designs specialises in designing and producing composite gifts that can include food for seasonal sales opportunities. Scoop has a very successful record of collaborating with major properties and brands’.

Tarek Malouf said: “I’m delighted to be launching a new giftware range and to be extending the ways in which our customers and home baking fans can engage with The Hummingbird Bakery brand. We’re all about authenticity, quality and offering our customers a great experience. I feel our partners at Beanstalk and Scoop Designs have done an excellent job of helping us create a genuinely useful range that embodies these qualities that we can be proud of, and that home baking enthusiasts and users of our cookbooks will value.”

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