In the mix

Baking banana bread will forever be associated with the Pandemic. People stuck in their homes took to baking like never before and sales of flour went to an all-time high. Fionnuala Carolan looks at where the market lies now that the dust has settled

Brand Central

13 December 2021

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The combination of traditional methods with modern thinking has led to significant growth in the home baking market. While we all enjoyed getting back to basics during lockdown and enthusiastically making breads and scones faster than anyone could consume them, being back in the rat race for many has meant less time for the simple pleasures in life like baking. Recognising this trend, some of the main players have found a happy medium by introducing products that make baking from scratch just a little bit easier and a little less time consuming than before.

For example, Siúcra’s Roll Out Icing Sugar is a timesaving baking essential and the perfect ingredient to ensure an elegant finish to a festive dessert or cake. For some, the task of baking at Christmas can be an intimidating one and this makes it a little bit easier to create something special, albeit still homemade.

Another trend is fortified ingredients like Odlums new Super Flour with added vitamin D, calcium and folic acid that contributes to the normal function of the immune system. When used in baking your favourite recipes, it can add to your daily intake of these essential nutrients and is available in cream plain, self-raising and wholemeal. So while the home baking spike that the sector saw during the pandemic may be over, there is plenty of innovation in the market to keep novice bakers coming back for more.

Traditional methods the modern way

In July, Fitgeralds introduced a range of pre-packed flours, including Plain, Self-Raising and Strong Baker’s, to attract new customers into the category

Fitzgeralds Family Bakery is Ireland’s fastest growing bakery and has been passed down through four generations of passionate bakers. It is now run by Simon, Suzanne and Garry Fitzgerald with a whole new generation of little tasters by their feet. The combination of traditional methods with modern thinking has led to significant growth in the Irish market over the last few years. The range can also be found in the UK market where it continues to be well received and performing better than forecast. It includes fresh bagged bagels and bagel slims, wraps, bake at home French and Italian breads, pittas, naan breads, and skinny Italian pizza bases and they are market leaders in these categories. The team at Fitzgeralds continue to innovate and introduce new products to their range and have shown a passion for understanding the consumer and offering quality. Excitingly, there are a number of new products planned for launch later this year.

In July, the company introduced a range of pre-packed flours, including Plain, Self-Raising and Strong Baker’s, to attract new customers into the category. The natural extension for the brand will encourage the next generation of home bakers that emerged from the lock down to keep up the good work. The Strong Baker’s Flour is the same flour that is used in the bakery every day and is perfect for baking sourdough breads, yeast breads, pizza bases, bagels and brioche at home.

The quality of the flours has been benchmarked against what’s currently available in the market and the Fitzgerald family believe that they are best in class, and hope that consumers will agree. The Plain and Self-Raising flours have an RRP of €1.99 for 1.5kg and the Strong Baker’s has an RRP of €2.25. They are already available to Londis, Mace, Eurospar and Costcutter stores nationwide and will be available to SuperValu and Centra stores in the coming weeks.

Magical baking moments

At Christmas, Siúcra recognises the importance of creating memories that last a lifetime. Whether it’s spending time in the kitchen with the kids or at the table with family, Siúcra has you covered for all your sentimental baking needs this festive season.

Now that we can embrace our loved ones, it’s the perfect time for consumers to show off their creative baking and cooking skills for entertaining guests over the festive period. Your customers can gift their family and friends with homemade goodies or a festive centrepiece dessert using an iconic Irish household brand, like Siúcra.

This year, Siúcra has created a suite of festive recipes guaranteed to inspire and help make beautifully sweet treats and traditions at home, using some of Siúcra’s key seasonal products.

Siúcra Roll Out Icing Sugar is a timesaving baking essential and the perfect ingredient to ensure a satin smooth and elegant finish to your Christmas desserts

Siúcra Roll Out Icing Sugar, 454g, is a timesaving baking essential and the perfect ingredient to ensure a satin smooth and elegant finish to a show-stopping Christmas dessert or novelty sweet treats.

Siúcra Icing Sugar, 500g completes any festive baker’s cupboard. Perfect for adding a final loving frost-like touch to Christmas desserts, as it will look like sprinkling a dash of snow!

Siúcra Royal Icing Sugar, 350g is ideal for piping, frosting and decorating sweet treats with Christmas ornaments. Quick and easy to prepare, simply add water to create a white icing that dries smooth, with a hard, matte finish.

Other key festive kitchen cupboard essentials include Siúcra Rich Dark Brown Sugar, Light Golden-Brown Sugar and Demerara Brown Sugar. The distinct colour and flavours of brown sugar is great for inclusion in Christmas cakes and cocktails as well as savoury items such as the Christmas main feast, sticky marinades and rich gravies, to name a few.

Nordzucker (Ireland) Ltd is one of the leading sugar distributors in Ireland providing retailers and consumers across the country with an extensive range of sugar products under the Siúcra brand.

For more information on Siúcra products and recipe inspirations, visit: www.nordzuckerireland.ie.

The arrival of Super Flour

Odlums has introduced Odlums Super Flour which is fortified with Vitamin D, Calcium and Folic Acid and contributes to the normal function of the immune system

Odlums is proud to be milling and packing flour in Ireland for over 175 years. Originally established in Portlaoise by the Odlum family in 1845, Odlums has been an integral part of Irish baking and cooking for generations.

For some, the task of baking at Christmas can be an intimidating one. They might simply associate it with taking on the more time-consuming favourites like Christmas cake and Christmas pudding. At Odlums, the team pride themselves on making baking accessible to all types of bakers and Odlums.ie is filled with recipes for all levels of experience.

‘Tis the season to get baking and this Christmas, Odlums has created even more mouth-watering festive recipes. From the more experienced to the beginner who may be trying baking for the first time, Odlums.ie has something for everyone. Homebakers can celebrate with loved ones by whipping up a Christmas garland or with delicious Cranberry & Brie Mini Tarts.

To create immune boosting bakes this Christmas, the company has introduced new Odlums Super Flour which is fortified with vitamin D, calcium and folic acid and contributes to the normal function of the immune system. When used in baking favourite recipes, it can contribute to each person’s daily intake of these essential nutrients and is available in cream plain, self-raising and wholemeal.

To find out more, visit Odlums.ie or find the brand on Instagram and Facebook.

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