Budgens has expanded its home baking range to meet an expected increase in demand during The Great British Bake Off 2015.
The brand now stocks 250 products in its baking range, coinciding with the hit BBC series which airs over the summer.
Mike Baker, Budgens director, said: “Every year the summer screening of The Great British Bake Off increases demand for baking products and accessories.
“Budgens has prepared in advance this year, by offering ideas and inspiration and some of those harder to find ingredients. We’re confident our customers will respond positively and that this activity will drive sales for our partners.”
The extended selection will be highlighted in stores on new seasonal event tables, which will be installed in 60 locations in time for the Bake Off across, including corporate and independent stores.
The tables have been offered free-of-charge for retailers who want to take part and display baking products and recipe cards for inspiration.
The range has been developed to improve choice for two key consumer types – those who will ‘bake it’, and those who will ‘fake it’.
For the more accomplished who are likely to ‘bake along’ with the show, there is an expanded range of expert ingredients such as quality cooking chocolates, Nielsen-Massey extracts including Rose, Orange Blossom, Almond and Lemon and whole vanilla pods from Taylor & Colledge.
For those more likely to ‘fake it’ there are now a wide range of baking kits and accessories on offer including Carrot Cake and Devil’s Food mixes and ready-made icing in chocolate fudge, strawberry and vanilla by Betty Crocker.
Thornton’s cake mixes will also be on offer in Budgens for the first time with the Triple Chocolate Desert, Chocolate Mousse, Marbled Cheesecake and Chocolate Tortes all expected to excite chocolate-lovers.