Feature Synopsis Feb 2019: Easter Bakery

The Simnel cake is a traditional Easter treat that has been left in the shade by hot cross buns.

  • Publication date: 11 February 2020
  • Editorial submissions deadline: 17 January 2020
  • Editorial contact: sheena.adesilu@wrbm.com

DOES THE SIMNEL CAKE NEED A MAKEOVER?

The Simnel cake is a traditional Easter treat that has been left in the shade by hot cross buns.

This feature will look at retailers’ and bakers’ current simnel cake offer, and explore how the cake could be reinvented through the use of new formats or flavours in the way panettone has been at Christmastime.

Key questions should include:

  • Is the simnel cake still relevant to today’s consumer?
  • How could recipes be tweaked to encourage new, and younger, consumers to try simnel?
  • How can simnel flavour be adapted to new formats (Waitrose has launched simnel hot cross buns, for example)?

The feature will also offer sales data for the Easter bakery category

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