Chilled pastry specialist Saxby's is spreading into new territory with the launch of a three-product home baking range under the name We Make, You Bake.
It is also adding new ready rolled sheets of filo pastry to its pastry portfolio.
With both launches, the company is aiming to make the most of the drive for convenience and grab itself a bigger chunk of the home baking market.
The Chocolate Chip Cookie Dough, Double Chocolate Chip Cookie Dough (both rsp: £1.99. 350g) and Chocolate Brownie (£2.09, 400g) are freezable and have a shelf life of 28 days.
Aimed at families, baking consists of scooping the products from the container and baking them in a preheated oven.
On shelf in Safeway, the We Make, You Bake range is being rolled out to Tesco and Waitrose this month, with advertising and promotions tailored to individual retailers due later in the year.
Commercial brand manger Vicki Banks said the company was looking to bring in innovative products to fill gaps in the market.
She described the cookies as "emulating the quality of an en vogue city cookie house such as Millie's Cookies".
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