We’ve had ready-made porridge, pre-sliced Cheddar and microwaveable breakfast baps.
Now, the UK’s first range of chilled cookie dough is the next food product being aimed at today’s time-starved consumer.
Saxby’s has developed a range of ready-to-bake dough that comes in 350g blocks (rsp: £1.49) in chocolate chip, double chocolate chip, white chocolate & orange and caramel & sultana flavours.
To make up to eight
cookies from each pack, consumers simply tear off a chunk, mould a cookie and pop it into the oven.
Aimed at increasing numbers of people who are interested in home baking but don’t have the ingredients, knowledge or time to make their own mixture, the range has won listings in Waitrose and Sainsbury from Monday (November 28). It is being presented this week at the BBC Good Food Show and will be supported by PR in the women’s media.
Brian Homewood, Saxby’s commercial director, said the range met growing demand for ‘home-made’ treats that could be prepared quickly and conveniently.
The most recent launch from the company was ready-rolled chilled pastry to top pies or cakes.
The total home baking category is enjoying a resurgence, with double-digit growth of 14% to £303.5m (The Grocer Focus on Home Baking, August 6, 2005).
Convenience is a key driver in the sector, with a range of new home baking products that are quicker and easier to use being targeted at today’s generation of time-poor, money-rich consumers.
Claire Hu

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