Roberts Bakery moves into DTC with launch of home baking kits

Roberts Bakery has moved into DTC with a selection of baking kits for delivery.

The brand has launched a new website and created a Get Baking Kit for enthusiastic home bakers, as well as a selection of Bakery Bundles.

The Get Baking Kit (rsp: £8.50/1kg) includes a bread mix that requires mixing with water and olive oil and can be used for loaves, rolls and pizza bases.

Its Bakery Bundles – Family Faves, Bakery Explorer and Healthy Hits – contain “a specially selected mix of products for every occasion and taste” (rsp: £7.50).

Roberts said it was the first major bakery brand in the UK to sell directly to shoppers and plans for a DTC channel had been “in development for a while” but had been fast-tracked in response to consumer requirements.

The bakery has partnered with DPD for next-day delivery of the kits across the UK and will also sell the baking kits to shoppers in Manchester and Leeds via Uber Eats from Friday 15 May. It plans to roll out this partnership to other cities soon.

Roberts Bakery MD Stuart Spencer-Calnan said the business had “reconnected with home baking out of both need and pleasure during what is such a challenging time”.

He added home baking was “a real stress-buster and distraction from what’s going on around us”.