Forget the Great British Bake Off, it’s more like the Great German Bake Off with home baking sales soaring at the discounters.
Aldi value sales are up 52.4% [Kantar Worldpanel 52 w/e 26 April 2015] after it added 14 lines to its own-label range The Pantry last September. Lidl sales grew 15.3% after it increased its home baking range to 45 lines.
New listings for Lidl include vanilla pods, glacé cherries, chocolate chips, icings and various cake mixes as well as an extensive Christmas range, available from October, which for the first time includes luxury brandy-soaked fruit.
“Since the relaunch of Lidl’s own-label range, Belbake products are not only presented in a modern and fresh way but also come with recipe suggestions,” said a Lidl senior buyer.
The discounters’ march on home baking has hit category sales in the mults, with Morrisons and Tesco down 6.1% and 2.2% respectively.