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It’s not all bad news for the baking industry. Despite the constant messages of doom and gloom across the media, consumers are increasingly turning to sweet treats as a way of rewarding and comforting themselves in this period of uncertainty.

Cookies and muffins continue to feature highly in the consumer shopping repertoire, whether eating out or as part of the weekly shop.

Rich Products has seen sales of its Cookies and Muffins soar in the last quarter of 2009.  Simon Richardson, Sales, Marketing & NPD Director puts this increase down to the change in consumer behaviour.  “Consumers are dining out less, but they are also ‘down-trading’ to coffee shops and fast food locations instead.  Rather than spending £50 on a meal out, they are allowing themselves to have a coffee and muffin as a pick me up. And with more people continuing to holiday at home, we’re seeing increased footfall in key locations such as motorway service stations.”

American style muffins and cookies are far from reaching the end of their product lifecycle despite being available in the UK market for many years.  Innovation is critical to keeping any food category alive.  Over the last 2 years Rich Products has launched more than 200 different cookies and muffins, some of which are completely new to the UK market, such as the cream filled chocolate cookie. 

In the muffin category we’ve taken it to the next level with products such as square filled muffins and deep filled muffins. What makes our deep filled muffins different is the fact that they are filled before baking to ensure an even spread of filling throughout the product.

Because research tells us that consumers would rather pay more for a great tasting, quality product than buy 2 cheaper products that don’t deliver on flavour and taste, all of Rich’s products are made from the highest quality natural ingredients, with fresh fruit and free-range eggs. In these tough economic times we are dedicated to ensuring the highest quality and best value for money.