Nutella and Bakedin Launch New Home Baking Kit

Nutella and Bakedin have partnered to launch the new Brioche Bun Baking Kit. In light of the recent home-baking trend that has boomed this year, the partnership will provide a new avenue for shoppers to enjoy the distinctive chocolate hazelnut spread with a brioche bun recipe created by experts. The ‘Nutella Brioche Baking Kit’ includes the exact amount of dry ingredients needed to create 12 brioche buns, along with a 200g jar of Nutella.

James Stewart, marketing director at Nutella UK, commented: “The popularity of home baking exploded in recent months, with the term ‘Baking’ mentioned in posts 130% more than over the last three months than in the previous period. Lockdown saw a significant increase in people using Nutella as a topping in creative ways to produce innovative breakfast options, which has led to a value sales gain of +34% over the lockdown period. This great partnership provides a new and innovative way for consumers to experience one of our most iconic products in the perfect 15g portion. The launch of this kit will bring high-quality baking direct to consumers and shows Nutella’s versatility in exciting new recipes.”

Joseph Munns, founder of Bakedin, added: “As a growing startup, we’re extremely excited to partner with Nutella to create this delicious baking kit. We know consumers are turning to baking more than ever; membership to our subscription baking club grew by 1200% during lockdown. Our philosophy is all about homemade happiness, and this partnership paves the way to offer a new, high quality and fun home-baking experience.”