Sainsbury’s Private Brand Stars in The Great British Bake Off

Great British BakeoffWith the UK TV show The Great British Bake Off” now in its fifth season, the “Bake-Off effect” has contributed to a rise in bakery sales at grocer Sainsbury’s, with both Private Brand ingredients and equipment seeing significant uplifts.

Sainsbury’s has reported a 30% increase in the sale of flaked almonds after Mary Berry featured Florentines in last week’s episode. Similarly Sainsbury’s has seen bakeware up a massive 200%. In addition rolling pins and cookie cutters are up 22% week on week, Private Brand Cooks Collection Bakeware up 53%* and plain flour is up 16%.  Within Sainsbury’s exclusive Private Brand Mary Berry collection of bakeware, the ‘Time for Tea Bell’ is the range’s best seller.

“There is clear evidence that our shoppers are immediately inspired when watching cookery shows like the Great British Bake Off” says Susi Richards, Head of Own Brand Product Development at Sainsbury’s. We have seen that sales of our kitchen equipment and bakery goods peak online between 7-9pm on a Wednesday, directly around the time the GBBO airs.”

“We make sure we manage this for our customers by ensuring that there is always good stock of products in demand. For example we know freeze-dried raspberries are going to feature on the GBBO, so have plenty of these in store and we have also stocked up on yeast in preparation for this week’s bread theme on the show.”

The show’s ability to drive sales is the latest in a long line of TV and celebrity chef-influenced trends. Sales of goose fat rocketed at Sainsbury’s in 2006 when celebrity chef Nigella Lawson advocated it on TV, as well as nutmeg, where sales increased fourfold after Jamie Oliver recommended using it on pasta dishes.

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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.