Waitrose Cook's Ingredients Home Baking

With the credit crunch triggering a resurgence in home baking, Waitrose wanted to draw together and increase sales of its products within this category.

Waitrose Cook's Ingredients Home Baking

Packaging

Own Brand - Food

Lewis Moberly

Authorisation:

Entered by Lewis Moberly 27 May 2010

THIS VERSION IS SUITABLE FOR PUBLICATION PURPOSES

EXECUTIVE SUMMARY

Who can resist a spot of home baking to save money, derive some emotional and physical solace and emulate Nigella?

Against an average UK increase of 4% in value, the redesigned Waitrose Cooks’ Ingredients Home Baking range grew by an astonishing 109% in value comparing 2008 to 2009 figures.

Some specific product lines have shown an even more significant growth e.g. Baking Powder has grown by +526% in value, Bicarbonate of...

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