Egg producer Stonegate has launched an egg brand targeted at home bakers to tap into growing consumer interest in home baking and cupcakes.
Ella Valentine Baking Eggs (rsp: £1.29 for six) are being rolled out to the multiples over the coming weeks, following a three-week trial in a small number of Sainsbury's stores.
Stonegate said 69% of consumers had bought raw baking ingredients in the past year, with four million shoppers baking from scratch at least once a month [Mintel Home Baking, UK, August 2010]. Baking-focused TV programmes, such as The Great British Bake-Off and Rachel Allen's Bake, had also captured the public's imagination, it added.
"Currently, the egg market is defined functionally, but a gap that isn't being exploited is the way in which eggs can be used," said marketing director Vicki Hazel.
Ella Valentine Baking Eggs (rsp: £1.29 for six) are being rolled out to the multiples over the coming weeks, following a three-week trial in a small number of Sainsbury's stores.
Stonegate said 69% of consumers had bought raw baking ingredients in the past year, with four million shoppers baking from scratch at least once a month [Mintel Home Baking, UK, August 2010]. Baking-focused TV programmes, such as The Great British Bake-Off and Rachel Allen's Bake, had also captured the public's imagination, it added.
"Currently, the egg market is defined functionally, but a gap that isn't being exploited is the way in which eggs can be used," said marketing director Vicki Hazel.
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