UK Retailer Asda Introduces New Baking Mix Range
Walmart-owned Asda has launched a new range of baking mixes in association with the British breakfast brand, FUEL10K.
The retailer has rolled out baking mixes in six variants under the Arise Bakery brand.
Desserts and baking buying manager at Asda, Laura Williams said, “The time spent in lockdown has truly reignited the nation’s love of baking and at Asda, we want to help satisfy this demand from our customers as much as possible.”
The range offers mixes for bread, chewy cookies, fluffy cakes, and gooey brownies.
The products are easy to use and can be baked after adding water, oil and additional toppings.
Co-Founder of FUEL10K, Jason Kerr commented, “We are thrilled to have collaborated with Asda to help satisfy the nation’s love of baking that is helping us through the pandemic.
“We have been able to extend our offering from cereals to baking mixes by reacting to consumer demand and working collaboratively with our supplier and the team at Asda.”
The Arise Bakery range was conceptualised and created in just 26 days and helped two of FUEL10K’s suppliers to come off furlough, the retailer added.
Williams added, “We’ve had to be resourceful in these challenging times, and creating the Arise Bakery range not only allows us to support a British supplier but also create products we know our customers will love, so they continue to bake up a storm in the kitchen.”