Leading craft bakers, Birds Bakery, has introduced flour, butter and cheese to its pre-Christmas delivery packs as consumers once again turn to baking during lockdown.
The bakery has seen an increasing demand for its range of online delivery and festive products, with more than 100 orders being placed in the last month, as the nation tries to lift its spirits and plan for the festive season.
With those inspired by the current series of The Great British Bake Off, Birds has added baking and dairy products to its ‘essential’ pack, from this month, as well as introducing a ‘select your own’ pack for those who prefer to purchase their favourite baked goods.
“We know our customers love our wide range of products, but we also know that many of them have enjoyed trying their hand at baking while they’ve had more time at home,” said Sales and Marketing Director, Mike Holling.
“We wanted to increase our current offering, so that some of those essential baking items like flour, butter and cheese are readily available alongside a selection of our loaves, rolls and pies.
“We’ve also diversified into offering more Christmas goods packages that are delivered with our online delivery service, within the East Midlands, as well as continued our bread freezer pack so that customers can be prepared during the Christmas period.”
Like many industries, the bakery sector has had an unprecedented year and family-run Birds Bakery, which has 61 stores across the East Midlands and employs around 700 people, has had to adapt to the changes in order to meet consumer demands.
Holling added: “In the run-up to Christmas, people are looking for quality hand-crafted bakery products that are affordable, which presents an opportunity for the baked goods market to adapt and expand its current offerings.
“With online sales predicted to be higher than ever before this Christmas, we are actively looking to take a lead on convenience, with our home delivery and ring and reserve services.
“We’ve already seen a number of December delivery slots filling up with weeks to go until Christmas. Our delivery service helps those who are unable to leave the house or do not feel comfortable doing so.”
Customers will also be looking for a helping hand with potentially entertaining at home this year, depending on what restrictions will be in place. One of the most popular home delivery packs in the first UK lockdown was its breakfast pack, which includes eggs, bacon, sausages and bread rolls.
Holling continued: “Just as they did in the first lockdown, consumer demands have changed, and with Christmas looking a little different this year, customers want more traditional products and are looking for comforting and nostalgic treats.
“We’ve increased our novelty and popular lines this year to provide products that first deliver on taste, but also convenience and affordability. Despite tough competition from supermarkets, there will always be a high demand for our much-loved and favourited mince pies.”
Birds Bakery makes nearly 400,000 of them every year, using the same mincemeat and crisp, short crust pastry it has for years – a bespoke recipe is used that is made in Cheshire, especially for Birds and it is a closely guarded secret.
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Editor, International Bakery
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