Friday, July 1, 2022

Insightful input in the mix

Premium food and lifestyle brand delicious., with its print, digital and social media reach, has used its audience data and social insights to create a range of premium baking mixes.

The delicious. range launched in Woolworths late last year, offering consumers the ability to create coveted desserts without having to cook from scratch.

Editor-in-Chief Samantha Jones says helping its audience create impressive yet effortless food experiences at home is the ethos of delicious.

“The baking range, therefore, is a natural extension of our brand portfolio,” she says.

According to Roy Morgan Australia, delicious. reaches more than 830,000 Australians every month across print and digital; and has a social audience of more than 1.1 million across Facebook (865,000), Instagram (298,000) and TikTok (31,000).

The brand is able to leverage its audience data and social insights to lead its content and inform decision making.

“Knowing what consumers are searching for and understanding what resonates most with them allows us to identify new and emerging trends,” says Ms Jones. “This, coupled with our team of food experts, was the driving force behind development of our new delicious. baking range.”

Commenting on recent cooking and baking trends, Ms Jones points to the deep impact of the Covid-19 pandemic on consumer behaviour.

“We saw an explosion of at-home cooking,” she says. “In particular, with more time at home, people were inspired to bake, rediscovering skills and learning new ones. Interestingly, we found that baking is often a multi-generational activity, broadening the target demographic for our range beyond the main grocery buyer.”

Post-lockdown, convenience remains critical.

“The proposition of convenience baking allows consumers the opportunity to celebrate making something, without needing to do it from scratch,” says Ms Jones. “It appeals to those lacking in baking confidence as well as those strapped for time.”

Initially featuring Double Choc Mousse Cake, Cookies & Cream Cake, Salted Choc-Chip Cookie Pie and Upside-Down Golden Syrup Banana Cake, the delicious. range recently expanded to include a “decadent” Tiramisu Brownie and an “updated” Carrot Cake.

Read more about the development of the range and how delicious. supports home bakers through its print and digital channels in the May issue of Retail World.

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