New organic home baking range launched to meet sustained consumer demand 

Leading UK Oat Miller Morning Foods, based in Crewe, Cheshire, has launched its first organic oat-based baking range under its Mornflake brand, following a surge in consumer demand for home baking ingredients.

The range comprises three SKUs – Oat Flour, Oatmeal and Jumbo Oats, all presented in recyclable paper packaging.

The new products are a first for Mornflake, seeing the brand evolve its core offer into the domestic home baking market for the first time.

The new organic baking range will be available to buy online from Mornflake and the business is currently speaking to grocers and retailers to secure listings.

Richard Jones, marketing director at Morning Foods, says that the past year alone has seen home baking occasions grow by 15 per cent[1], as even more Brits caught the baking bug during lockdown.

“We also had an influx of demand from our consumer base for oat-based baking products, and this has led us to create a bespoke range to meet the demand.

“All three products are made from 100 per cent organic oats, and offer a healthy, non-wheat alternative to conventional baking ingredients. Suitable for vegans and vegetarians, these plant-based ingredients offers today’s consumer the perfect option for both sweet and savoury bakes.”

According to a survey by Lumina Intelligence[2], half of Brits say they have baked at home at least once a week since the first national lockdown hit last March. A further 56 per cent of respondents agreed or strongly agreed that they will bake more in the future as a result of lockdown.

The range is likely to appeal to enthusiastic home bakers looking to broaden their repertoire while incorporating high quality, organic ingredients.

Richard concludes: “As shows like Bake Off start up again later this year and with major baking occasions like Halloween and Christmas on the horizon, we look forward to securing listings for this unique range in the coming weeks and months.”

[1] Source: Kantar Usage I Total Home Baking I 52 w/e 24 Jan 2021 vs 26 Jan 2020


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