FDBusiness.com

A premium baking mix range targeting kids is set for success given the growth in home-baking and parents’ concern over natural and healthy choices for their children, a Mintel analyst says.

The UK range from Cookie Crumbles is predominantly sold in delis and specialty shops but is set to launch in Whole Foods markets in Kensington, London soon.

The range features four mixes – Sunny Oat & Raisin Cookie Mix, Awesome Wholesome Brownie Mix, Granola Energy Bar Mix and Blueberry & Vanilla Muffin Mix.

The baking mixes are positioned at the premium end of the market, using natural ingredients. It’s this premium nature that puts the brand a cut above the rest, said Emma Clifford, senior food analyst at Mintel.

“Given the emphasis that parents in particular place on health and natural, it’s a very interesting positioning and should prove successful,” Clifford told BakeryandSnacks.com.

She noted that there aren’t many premium baking mixes using natural ingredients on the market that target kids.

“Whether the range would do quite as well in supermarkets is unknown, because consumers are very price sensitive when shopping in supermarkets,” she said.

Family-orientated activity

Cookie Crumbles was established over ten years ago as a UK cookery school for children. Founder of the firm Carola Weymouth said the new baking mixes should encourage children to get more involved in the kitchen.

“They are perfect for busy families who aren’t accomplished bakers but want fun and fuss-free baking,” she said.

Clifford agreed that baking mixes hold appeal because of their simplicity and speed.

“Baking in general is a very family-orientated activity because it’s so simple and has quick results,” she said.

UK home baking ‘in vogue’

Home baking in the UK soared by 59% between 2007 and 2012, hitting £1.7bn ($2.6bn), according to Mintel data, with mixes performing the strongest – up in value by 26% for 2012.

 “Any new brand entering this market is well placed to do well because it’s growing so much. Home baking is in vogue, so it’s definitely the right time to be launching,” Clifford said.

“Last year was big in the UK with the Jubilee and Olympics spurring growth,” she added.

While the market continues to show strong growth, she said that momentum will likely slow over 2013.