Aldi is looking to make home baking a destination fixture as it ramps up its product offer.

In the past year, the discounter has doubled the size of its core home baking range and increased its seasonal range by 150%. Aldi plans to add 14 new lines this year, including cupcake cases and chocolate chips, and will focus on cake decorating.

A dedicated home baking area on the Aldi website offers hints and tips for home bakers, as well as recipe suggestions.

“The aim is to make the fixture a destination category,” Aldi corporate buying MD Tony Baines told The Grocer.

Other discount retailers - including Poundland and Lidl - are also ramping up home baking activity, and industry experts suggest the discounters are stealing share from the traditional supermarkets. According to IRI data - which does not include discounters - the home baking market is down 7.2% by volume on a 1.1% drop in value [52 w/e 24 May 2014].

However, Mintel senior food analyst Emma Clifford suggested the drop in the supermarkets’ performance was likely to be short-lived, despite growing competition from discounters. “Supermarkets are significantly upping their own label ranges,” she added.

It was a view echoed by Mark Bosworth, marketing director at Renshaw, which supplies branded and own-label home baking lines. “The scale and pace of the retailers’ innovation programmes suggests the multiple retailers are very optimistic about further growth.”