The UK’s largest independent sugar distributor Napier Brown will launch its new retail sugar brand ‘Whitworths for Baking’ this spring.

The bespoke range of sugars, which are designed specifically for home baking, boasts new user-friendly packaging responding directly to consumer feedback*, meaning less mess and less waste with re-sealable packs and on-the-back inspiration in the form of easy recipes and helpful hints. There is also an innovative ‘Twist and Sprinkle’ icing sugar mill featuring a built-in sieve.

The Whitworths for Baking range of six high quality baking sugars – fine caster, superfine icing, fine demerara, crunchy demerara, light soft brown and dark soft brown sugar. Each pack is colour coded allowing consumers to easily distinguish between the different types. And the packs also give advice on what sugars are best for which types of recipe.

Jon Tanner, Napier Brown Sales Director, said: “We are delighted to launch the new Whitworths for Baking range. Baking is enjoying a huge resurgence in the UK, and with the Queen’s Diamond Jubilee this year and lots of street parties planned as well as TV shows such as the Great British Bake-off and MasterChef, we see a great opportunity to grow and innovate within the sugar category.

“We undertook extensive consumer research to identify problems with sugar packaging before Whitworths for Baking was born, which found that the main frustration was spillage and wastage from packs splitting and being tricky to store”.

Each sugar packet comes with an inspiring recipe to feed the imagination; from chocolate brownies to brown sugar shortbread, the ultimate Victoria sponge cake to a recipe for classic vanilla buttercream, there’s plenty of ideas for any aspiring baker.

Whitworths’ research identified a few consistent niggles which came up time and again when baking at home, so the new Whitworths for Baking range aims to deal with the niggles such as sugar spilling out of paper packets  or not knowing what type of sugar can or should be used for what type of recipe.

The new Whitworths for Baking range will be available from Spring 2012.

*Research conducted by Axis Management Consulting on behalf of Napier Brown, parent company of Whitworths for Baking

To enquire about the range, please contact 3 Monkeys Communications

Tel: 0207 009 3156

E: whitworths@3-monkeys.co.uk

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