AB Mauri shoots for ‘go-to’ confectionery platform to change the bakery landscape

By Gill Hyslop

- Last updated on GMT

AB Mauri's PureCraft range includes vegan-certified doughnut and muffin mixes. Pic: GettyImages/beats3
AB Mauri's PureCraft range includes vegan-certified doughnut and muffin mixes. Pic: GettyImages/beats3

Related tags Ab mauri Confectionery Bakers UK & Ireland coronavirus market trends

AB Mauri has introduced the PureCraft range of ‘technically superior and commercially strong products’ – the first phase of a confectionery platform designed to disrupt the UK and Ireland bakery landscape.

“PureCraft is part of a wider strategic review in relation to our current brand and product portfolio. Equally appealing categories will be released over time,”​ said Andrew Dinsdale, head of Sales, AB Mauri UK & Ireland.

The initial launch sees the introduction of seven products, including a Carrot Cake Mix, an Indulgent Chocolate Cake Mix, a Lemon Crème Cake Mix and an Ultimate Crème Cake Mix, along with a vegan-certified Cake Mix, a Vegan Chocolate Cake Mix and Vegan Doughnut and Muffin Mixes.

“We’ll be launching exciting and innovative products, including bread offerings, in phases 2, 3 and 4 during 2022 and 2023,”​ added Dinsdale. “Understandably, we’re hugely excited about the PureCraft brand changing the bakery landscape in the months and years to come.”

Driven by market trends

The PureCraft recipe development process was a collaborative process by the ingredient specialist’s technical team, and based on detailed observation of market trends.

“The result is we’ll be delivering a range of products, perfectly aligned to the current and future needs of the small and medium sized baker,”​ said Ryan Carter, category development manager, AB Mauri UK & Ireland, who led the team.

The range was also designed to give bakers a ‘foot up’ in the new normal to entice back footfall – as well as attract new customers – with a range of premium confections.

“Over the last year or so, we’ve all been well aware of the impact that Covid 19 has had upon small and medium sized bakers,”​ said Robert Mullen, head of marketing of AB Mauri UK & Ireland.

“The PureCraft range has been developed with those bakers specifically in mind; with the intention of delivering superb bakery products that will not only improve footfall, but will also ensure customers return time after time.”

Go-to brand

Mullen added the goal is to make PureCraft the go-to brand for all bakers.

“We believe we’re creating a range of exceptional products from which every baker can benefit. It is our intention that bakers, irrespective of their size, should be afforded the opportunity to enjoy the benefits of technically superior and commercially stronger products.

“Crafted with care, we’re sure demand for these products will undoubtedly become customer driven, spurred on by their fantastic taste, great mouthfeel, tangible softness and authenticity,” ​said Mullen.

The company is backing the launching with a market campaign that includes social media, a microsite and recipe support from the AB Mauri Centre of Excellence.

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