HOMEPRIDE LAUNCHES BAKING SPREADS, ENTERING THE CATEGORY FOR THE FIRST TIME

Homepride

Homepride announces its exciting move into the butter and spreads category with the launch of its brand-new Homepride Baking Spreads. The brand, renowned for its flour, has established itself as experts in home baking since 1964,[1] so the move into spreads is a natural expansion as part of its ambition to become the number one baking brand. Available in Morrison’s from Monday, these new spreads come in two variants – salted and unsalted – perfect for all home baking needs.

The new range marks the first time Homepride has ventured into the baking spreads category, catering to the surge of Brits trying their hand at home baking, with more than half claiming to have done so more during the first two months of lockdown.[2] As a result, the baking spreads sector is currently worth £89m and is growing at 26.2% YOY ahead of the total category.[3] The launch of Homepride Baking Spread has combined both Homepride’s deep knowledge of the baking category with Kerry Foods’ dairy expertise to develop high-quality baking spreads.

Homepride is one of Britain’s most iconic baking brands. Its premium quality flour, together with “Fred” – Homepride’s Chief Flour Grader, the cartoon figure on all packaging – has stayed true to the brand since launch and is instantly recognisable on shelf. Homepride has an RSV of £12m, with sales up 62% against the total category last year[4], making it the fastest growing flour brand during the pandemic. [5]

With its 100% British wheat provenance, the brand is loved by bakers up and down the country and is the perfect addition to any home-cooked meals or desserts. Now, retailers will be able to benefit from the brand’s heritage and increase incremental sales by stocking the baking spreads in conjunction with the flour.

“We are so excited to branch into the butter and spreads category with the launch of our new Homepride Baking Spreads,” says Elodie Bretz, Marketing Manager, Homepride Flour. “Our aim is to continue inspiring bakers of all levels and demonstrate how simple ingredients such as baking spreads and flour are everything families need to make delicious treats. We know consumers are baking more from home so this premium product will help give them a quality bake and save time as our baking spreads are soft and smooth – ready to use. We’re confident that the power of the Homepride brand will ensure these products fly off the shelves ahead of Easter and beyond!”

With over 12m people purchasing products within the cooking and baking category in the last year[6] Homepride Flour’s new launch will help retailers to drive sales in the category – its flour portfolio delivers 8% incremental shoppers into market.[7] The new products come in two different SKUs to help retailers maximise their baking offerings: Homepride Unsalted Baking Spread and Homepride Salted Baking Spread.

The new launch will be supported by in-store shopper marketing activations and social media support. Both variants will also feature the Homepride collectable partnership with Emma Bridgewater on-pack that has previously seen success with consumers. The partnership will enable shoppers to collect tokens when purchasing Homepride Flour and Homepride Baking Spreads, helping retailers to drive sales amongst the full portfolio.

Homepride Unsalted Baking Spread and Homepride Salted Baking Spread are both available in 500g formats. RRP: £1.40

  • [1] Kantar Worldpanel 2016
  • 2 British Baker – July 2020
  • 3 Kantar WPO 52 w/e 24.01.21
  • 4 Kantar WPO 52 w/e 24.01.21
  • 5 Kantar WPO 52 w/e 24.01.21
  • 6 Kantar WPO 52 w/e 24.01.21
  • 7 Kantar. Purchase. Flour + Bread Mixes. Homepride Solus Shoppers to Retailers.  52 w/e 12 July 2020

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