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Sainsburys Magazine Serves Up an Easter Treat with Free Baking Supplement

  (March 02, 2011)

London (PRWeb UK) March 2, 2011

Sainsburys Magazine readers are in for a sweet treat when they pick up the April issue, on sale today. To celebrate the home-baking revival currently sweeping the nation, the magazine is giving away a 24-page supplement, Cakes and Cookies, which is packed with mouthwatering baking recipes.

Home baking is a huge foodie trend right now, as canny consumers switch to making their own cakes, cookies and muffins. With most households looking to cut costs, the latest Mintel report suggests that more than 20 million consumers are baking at home, and more than two-thirds of consumers (69%) have bought raw baking ingredients in the past year. Reflecting the trend to encourage parents and children to cook together at home, consumers of all ages have taken a greater interest in home baking, driving up value sales in the home-baking market by 12.7% between 2007 and 2009 (Source: Mintel Home Baking (Cooking and Baking from Scratch) UK August 2010).

With cookery returning to the school curriculum, the revival has also caught the eye of a new generation of budding young home bakers, eager to treat their families and friends with their creative cooking. Weekly baking sessions in the kitchen at home have become an important family bonding opportunity, as well as a cost-effective way of entertaining, with many dads as well as mums joining in to teach their children lessons for the future.

Helena Lang, Editor of Sainsburys Magazine, says, Baking is the activity of choice for Sainsburys Magazine readers. They love to spend their weekends getting creative in the kitchen and producing pretty cupcakes and cookies for their friends and families. This reflects the massive home-baking trend, inspired by lifestyle gurus such as Lorraine Pascale, and the increased choice of baking products in the marketplace, including specialist flours, decorative kits and bakingware, available in-store.

In 2010, bakery goods sales in Sainsburys stores peaked in the weeks commencing 26 March and 17 December (Source: Self Serve). This coincided with the run-up to Easter and Christmas, suggesting a correlation between entertaining and baking. The free supplement follows the recent launch of Baking Recipe Collection by Sainsburys, the latest cookbook by Sainsburys, featuring 100 delicious sweet and savoury baking recipes for readers to try at home.

Sainsburys Magazine, which is published by Seven, the award-winning customer engagement agency, is now the UKs most widely read, paid-for title. With just under 4 million readers every month (NRS), Sainsburys Magazine is the only magazine to have won the covetable PPA Customer Magazine Award at the annual Periodical Publishers Association (PPA) Awards three times.

Sainsburys Magazines unique mix of food and lifestyle content offers its readers recipe inspiration from the magazines renowned food team plus ideas for their homes, families, health and holidays. At only £1.60, the monthly glossy is incredible value, with tips and advice from the best writers and contributors, including a monthly column from keen cook and busy mum Fiona Gibson, a monthly Q&A with top psychotherapist Elizabeth Meakins and recipes from the worlds best chefs and drinks experts, including Nigel Slater and Olly Smith.

Contact at Seven:
Shareena Ali
PR Manager
3-7 Herbal Hill
Tel: 020 7775 5549
Email: shareena(dot)ali(at)sevensquared(dot)co(dot)uk

About Seven

  •     Seven is an award-winning multichannel content agency.
  •     Experts in creating intelligent, relevant and effective content across multiple channels, including magazines, websites, social media, interactive ezines, video, iPhone and iPad apps.
  •     Clients of Seven include Virgin, Sainsburys, CIMA, English Heritage, Grant Thornton, Guardian Media Group, Lloyds Banking Group, New Look and Waterstones.
  •     For further information: or contact Shareena Ali, PR Manager, Shareena(dot)ali(at)sevensquared(dot)co(dot)uk 020 7775 5549.


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