14 Dec 2021
Online baking experts Baked In have collaborated with Nestlé Carnation on a new Millionaire's Shortbread Baking Kit. The partnership brings together Carnation's timeless reputation in home baking together with Baked In's innovative approach as a challenger brand, further strengthening its market position as the UK's baking kit category leader.
Retailing at £9.99 the Millionaire's Shortbread Baking Kit includes all the premium dry ingredients for an indulgent Millionaire's Shortbread recipe, along with a tin of sweet and deliciously creamy Carnation Condensed Milk (making x16 squares). As with all Baked In products, the kit is perfectly portioned to share with family and friends, and designed to offer fuss-free, cost-effective and, most importantly, waste-free baking.
Baked In founder Joe Munns comments, “We've always believed that innovation is key to driving our business forward. This launch is another way of delighting our ever-expanding customer community as we create new ways to enrich their baking experiences. As a challenger business, to team up with a timeless brand like Carnation is a real milestone too.”
The Carnation collaboration continues a series of exciting partnerships for Baked In, from global organisations through to home-grown British brands. Baked In teamed up with Nutella on a successful limited edition Brioche Bun Baking Kit in 2020 and earlier this year joined forces with Rowse Honey with its Bread Club monthly subscription.
Joe adds, “Customer habits are changing. A commitment to sustainability has overtaken the desire for convenience, which is why kits that eliminate food waste, with premium, trusted ingredients are so key. At the same time, there's the magic of delighting our customer community. With Carnation we're offering a baking experience that's entirely new, with that thread of nostalgia running through it. We know they'll love it.”
Dani Campanaro from Nestlé Carnation adds, “We're thrilled to share this exciting new product with our Carnation customers as well as have the opportunity to reach Baked In's loyal fan base. The Millionaire's Shortbread Baking Kit brings together Baked In's signature product format – modern, relevant and fun – with the classic taste of Carnation Condensed Milk. It's joy in a baking tray and we've enjoyed working with Joe and the Baked In team on bringing this NPD to life.”
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About Baked In
Baked In is an energetic team of 50 baking lovers that develops and manufactures baking kits and mixes in its SALSA approved factory in Basingstoke. The baking kits contain all the ingredients in the right quantities, so consumers enjoy a baking from scratch experience with a little less fuss and no food waste.
The brand uses only the best ingredients in its kits, including award-winning local flour, Belgian chocolate and ground Madagascan vanilla. A diverse product range includes premium baking kits, convenient mug baking mixes, and 3 different subscription baking clubs. The kits are available at the Baked In online bakeshop, Amazon, Wicked Uncle and in many well-known high street retailers such as Costco, Hobbycraft, Lakeland and Tesco.
Antonia Taylor
PR, brand & writing
+44 7968 775571
