Discounter Aldi has made home baking a focus with ramped up products.
Its core home baking range has doubled in the last year and its seasonal range has increased by 150%.
Aldi plans to add new lines this year including cupcake cases and chocolate chips and will focus on cake decorating in its mission to make this a ‘destination category’.
There is also a dedicated home baking section on Aldi’s website offering hints and tips for home bakers as well as recipe suggestions.
Similar moves are being made by rival discounters Lidl and Poundland, which are also ramping up home baking lines.
IRI data shows the home baking market is down 7.2% by volume on a 1.1% drop in value [52 w/e 24 May 2014], not including the discounters. However, the drop in supermarkets’ performance is expected to be short-lived.