The UK cooking & baking market was forecast to grow by £21.4m in 2016 to reach £1.1bn, according to retail information specialist, Verdict’s research announced last August, with growth fuelled by highly engaged consumers with varying skills who are inspired and eager to try baking at home.


As a home baking supplier to specialist fine food retailers and convenience stores, we have seen a steady growth of the home baking category over the past few years.


It is a trend we are expecting to see increase as consumers become more confident in their home baking skills and seek to create baked goods at home.


One of our convenience retailer customers, Twyford Village Store in Hampshire, has seen sales of home baking products steadily increase over the past few years.


“Flour is consistently in our top selling categories,” says Anthony Plowman, general manager at Twyford Village Store.  “So much so, that we have now created a dedicated store-cupboard area within the shop to capitalise on the popularity of home baking.


“We stock a wide range of different flours and have built up a bit of a reputation for the variety we stock, with customers travelling some way to the store just to purchase their home baking products.”


One of the convenience store’s core ranges is flours and bread mixes from Wessex Mill, a family business, which has been milling flour in Oxfordshire since 1898.


Family member and fifth generation flour miller, Emily Munsey, believes that quality products are at the heart of its success.


“Our products are very much in demand,” says Emily.  “While we are constantly looking for new product innovation, at the heart of the business is literally hundreds of years of milling experience producing great flour products.


“The five star reviews we receive for our products from customers across the country are testament to the care that goes into producing our product range.”


Wessex Mill’s strong white bread flour regularly features in the top ten of our home baking supplies products for convenience stores and across our entire customer base.


Another of our top performing brands is gluten-free brand, Delicious Alchemy that was launched ten years ago by coeliac Emma Killilea, after she became disappointed by the lack of natural, tasty gluten-free products available following her diagnosis.


“We feel there is no such thing as “good” or “bad” foods – we’re all about moderation and striking a healthy balance. That’s where our deliciously gluten and dairy free baking mixes come in,” says Martha Roberts from Delicious Alchemy.


“Our customers love convenience – 54% cited a quick cooking time as among their 3 top priorities for gluten free recipes – and our speedy mixes are perfect for creating an indulgent sweet treat in no time at all. Our Chocolate Brownie Mix, packed with dairy free chocolate chips, is a particularly popular option.”


To find out more about our complete range of home baking wholesale products click here.