Hampshire baking kit brand Bakedin has expanded its monthly subscription offer with Bread Baking Club.
Aimed at the “27 million Brits trying their hand at baking during lockdown”, it kicked off this month, charging £7.50 a month for an annual subscription. A three-month subscription is £30.
Subscribers will receive their bread-making kit in the middle of each month. It would contain a step-by-step recipe card, all dry ingredients weighed out and “a few handy extras too” Bakedin said.
“All you’ll need to bring to the kitchen table is any fresh ingredients – for example, water, oil or eggs. It’s fuss-free baking with no food waste,” the Basingstoke-based supplier added.
The first kit features tiger rolls, but further recipes will arrive undisclosed.
“Signing up to Bread Club means you’ll be able to learn new techniques and boost your baking prowess, making your very own fresh bread from scratch every month,” said Bakedin, which also runs a subscription service of its cake kits.
Bread Baking Club comes after a surge in home baking during the UK’s lockdown. Value sales of home baking items soared 49% in the 12 weeks to 14 June [Kantar], with flour growing fastest. Its unit sales almost doubled as shoppers picked up an extra 21.4 million packs, boosting value to £46.6m.
Around the same time, fmcg suppliers sought to tap the trend with NPD. May saw Roberts Bakery move into direct-to-consumer with a selection of baking kits, while Fuel10k teamed up with Asda to launch the Arise Bakery range of baking mixes. The following month, Bakedin added a three-strong lineup of booze-themed cupcake kits.