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Baking back in fashion as Asda sales soar

Published: 4 November 2010
Shoppers opt for glam decorations and speciality bakeware, with sales of vintage cake stands up 168% and silicone muffin pans seeing growth.
Baking back in fashion as Asda sales soar
Tying in with National Baking Week (October 18-24), Asda has reported a surge in sales of 'fanciful' baking ingredients and speciality bakeware.

The supermarket chain saw an impressive 168% growth in sales of vintage cake stands over the past six months, while sales of silicone muffin pans jumped 89%. Electronic scales also proved popular, up 67% and even children are getting in on the act, with kids cookie cutters up 156%.

Glam ingredients have one down a storm, with Asda reporting a massive 210% increase in sales of edible pink glitter during the six-month period, and coloured piping icings up by 54%.

Cakes mixes are also up 33% and Betty Crocker frostings are up 104% year on year.

Following the impressive surge in sales, Asda desserts and baking product manager Leigh Andrew explained that the grocer plans to extend its bakeware range in 2011, "adding 100s of new products".

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