Dawn Foods has unveiled plans to run its successful American Bakery marketing campaign again in 2016.

Now in its third year, the company developed the programme to support high street bakers with inspirational recipe ideas that relate to the company’s American heritage.

In previous years the bakery ingredients manufacturer, which has its UK base in Evesham, Worcestershire,  took bakers on virtual American road trip with the chance to win a trip to New York and it developed The Great Bakes of the States Adventure in 2015, supported by virtual blogger Dan Jackson.

This year, the company will be looking to the future and to the past thanks to an exclusive link-up with food historian Seren Evans-Charrington and futurologist Dr Morgaine Gaye. During its American Bakery campaign Dawn will highlight some historic recipes - along with how they can develop in the future.

Inspiration: Dawn will be using its experts to look at American classic bakes

Jacqui Passmore, Dawn Foods’ marketing manager UK and Ireland, said: “The Dawn Food’s American Bakery campaign has been highly successful in helping us to engage with high street bakers by creating excitement and inspiration that American sweet bakery products present.

“We want to further our campaign with fascinating histories of our products, exciting recipes and insights into future trends.”

Evans-Charrington added: “I just love the history of food. Many of the sweet bakery favourites we all know and love have interesting stories to tell and some have come a  long way to become what we think of as American classics.”

Dr Gaye said she thought the bakery was “fast moving” and “exciting” and added: “I am working with Dawn Foods to seek out and predict trends (not fads) and revolutions for the coming years to bring you valuable insights into how the market is changing.”

To find out more on the campaign see www.dawnbakery.co.uk

  • Dawn Foods has also revealed that a new doughnut mix will mean the product will have a five day shelf life. New cluster director Chris Jenkins told Foodmanufacture.co.uk:  “When I was at Asda, my doughnuts only had a one-day shelf-life, so once they were cooked in-store, I had to sell them that day or put them in the bin. Imagine now that I’m able to take that up to five days, and for them to deliver the same quality taste on day five as on day one. For me, that’s a massive leap forward.”