California Prunes appoints new brand ambassador

Leicestershire-based business California Prunes has appointed Peter Cook as the company’s new brand ambassador.

Cook is an award-winning baker, who founded artisan bakery Peter Cooks Bread and joins a team of brand ambassadors including celebrity chef Rosemary Shrager and chocolatier Paul Young.

With over 20 years’ experience, Cook’s role will be to drive awareness of the nutritional and health benefits associated with incorporating premium-quality California prunes into a variety of baked goods.

Esther Ritson-Elliot, European marketing director for California Prunes, said the company was thrilled to welcome Peter to the team.

“Peter’s knowledge and credibility within the bakery sector is well placed to help us assert California prunes as a highly versatile culinary ingredient, which can be used to improve the texture of baked goods, adding flavour and moisture while also reducing the sugar and fat content of a recipe,” she said.

“These benefits are directly in line with the current ‘clean eating’ trend and are likely to be well received by both food professionals and amateur bakers alike. We have a series of exciting initiatives planned with Peter, so bakers, watch this space.”

Cook also has a number of accolades to his name, including the Best Speciality Loaf at the 2013 Baking Industry Awards.

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