After a record breaking 12 months, Betty Crocker is further cementing its status as the UK’s No. 1 branded baking mix and reminding retailers that mixes are a crucial part of their wider home baking category.
“The baking mixes category is benefiting from a revival as more and more consumers cook and bake at home,” says Andy Foweather, Sales Director, General Mills UK. “Baking mixes is worth £59 million (up 6.6% year-on-year).
“Continuing success, Betty Crocker is now worth £11 million and is growing at an exceptional 50.7%. Plus, Betty Crocker has increased penetration and is now bought by 10.3% of UK households.”
Ed Culf, Marketing Director for General Mills UK, attributes Betty Crocker’s success to several factors. “Due to the economic downturn, I believe that people are taking a step back and re-evaluating what’s important. One way that this manifests itself is by spending more time with family and friends, which is great for easy home baking solutions such as Betty Crocker.
“What’s more, there is a growing sense of nostalgia as shoppers reach for brands that they know and trust. In fact, I believe that quality and value for money are still seen as two of the most important factors when deciding which brands to purchase.”
Each product has a three-step approach which is quick and easy and the brand’s website www.bettycrocker.co.uk is full of ideas for creating both sweet and savoury dishes that all the family can enjoy. Betty Crocker also has a Just-Add-Water range.
Culf continues: “The Just-Add-Water products are extremely easy to use and can really involve the kids; Betty Crocker is about producing something that tastes great together and encourages parents to spend quality time baking with their children.”
To further cement this association with family moments together, Betty Crocker is investing £1 million into a heavyweight marketing support package that will include national TV during key times when parents will be at home baking with their children.
Culf says: “We know that TV advertising works particularly well for Betty Crocker, with previous campaigns resulting in 88% uplift in sales of the featured product and a halo effect across the total brand portfolio.”
Another important time for supporting the brand through marketing and promotional activity is around key calendared events, such as Pancake Day.
Betty Crocker had a record breaking Pancake Day in 2009 with the brand’s Just-Add-Water ‘Shake to Make’ Pancake Mix selling better than any previous year. A staggering 39p in every £1 spent by consumers on pancake/batter products was spent on Betty Crocker.
Foweather says: “Pancake Day is a profitable event which is critical in terms of driving volume and value into the baking mixes category. It has longer term benefits for the category too – 38.6% of new category buyers who purchased Betty Crocker ‘Shake to Make’ Pancakes for the first time went on to buy again within the broader baking mix category. The message for next year is clear: don’t miss out on a super sales opportunity – get behind Betty Crocker.”
General Mills
Tel: 01895 201100
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