Simnel is no longer the only cake on offer at Easter. People are whipping up all manner of home-baked goodies to mark the occasion - from cup cakes to cookies. Indeed, Dr Oetker claims Easter 2012 saw sales of its cake decorations and ingredients soar 20% in value, with sales of its Easy Swirl Cupcake Icing up 150%, no doubt fuelled by the so-called Great British Bake Off effect.
“Easter is a time when consumers are looking to make delicious home-baked treats for family gatherings as well as baking gifts such as cookies and cupcakes as a more personal alternative to the Easter egg,” says Gill Davies, marketing director at Dr Oetker. ” There was particularly strong growth in colours and flavours, up 38%, and edible decorations up 32%.”
Dr Oetker has re-launched its Writing Icings range to capitalise on the trend. Available in Bright, Neon Glitter and Fruity varieties, the range - launched in November and set to be supported by a TV campaign from 6 February until Easter - is now in clear tubes and clear acetate packs to enable shoppers to easily see what they are buying. “The new range addresses the home baker’s desire for more exciting and bold colours,” says Davies. “Our new products bring the sector up to date, look inspiring on shelf and are set to attract consumers, whatever they are baking.”
So just how big could home baking get at Easter? For parents who would prefer to steer their children away from chocolate eggs, the potential is huge.
“As a parent of three, I totally object to my kids having up to eight giant eggs at Easter,” says Frederique Tutt, analyst at consumer market research company The NPD Group. “All bar one end up melted to make cornflake cakes three to four months later.”
She may be on to something. Perhaps the Easter egg and home baking brands should join forces to ensure both benefit this year.
Easter eggs go off the boil
- Currently reading
Home-baked Easter is just what the Dr ordered