Research commissioned by Del Monte found that as many as 74% of Brits fear their cherished family baking recipes may be lost, so the canned fruit brand is stepping up to preserve these traditions with a campaign ahead of National Baking Week (October 14-20).
Teaming up with TV presenter and baking enthusiast Fern Britton, Del Monte is searching for nans to bring beloved family recipes back into the spotlight.
The decline of baking traditions
The survey sheds light on the concerning trend that almost half (46%) of today’s grandparents no longer bake or share recipes with their grandchildren. This is significant as 39% of people name their grandparents as their biggest baking influence; 41% have fond memories of baking together.
With traditional recipes like apple crumble and Victoria sponge at risk of being forgotten, Del Monte hopes to inspire families to revive their baking heritage. Grandparents play a key role in this legacy and the ‘Nans from Del Monte’ campaign aims to highlight their importance in passing down recipes to future generations.
Celebrating traditional recipes
The love of baking persists, but modern pressures are threatening to make this time-honoured tradition a thing of the past.
The financial challenges posed by the cost-of-living crisis are leading many to cut back on baking. While 87% of people wish to bake more often, 62% of respondents admitted they are baking less often to save money, highlighting the pressures that households face today, while 51% cited the lack of time as a barrier.
This presents both a challenge and an opportunity for the bakery and snack industries. Brands like Del Monte are in a position to engage consumers by offering affordable and convenient ways to maintain their baking traditions. The brand is also hoping the campaign – timed with National Baking Week – will inspire families to rediscover the joy of baking without breaking the bank.
“We’re seeing that people still love baking, but the pressures of modern life are making it difficult,” said Thierry Montange, marketing director for Europe and Africa.
Recipes at risk
According to Del Monte's survey, some of the most cherished recipes at risk of fading include:
- Apple crumble / pie
- Victoria sponge
- Brownies
- Cookies / biscuits
- Lemon drizzle cake
“Our campaign is about keeping these traditions alive while adapting to the current needs of families.”
Added Britton, herself a champion of family traditions, “Baking is more than just making food. It’s about passing down stories and memories. In my family, recipes like pineapple upside-down cake and Victoria sponge have been passed down for generations and I still love sharing them with my children and grandchildren.”
By launching the search, the brand aims to celebrate the role grandparents have played in shaping the nation’s love for baking. The competition invites the public to nominate the grandmothers – either themselves or someone they know – who still carry on these baking traditions. Five nans will be shortlisted and their recipes will be shared to inspire the next generation of bakers.
The competition closes on October 30, 2024.
