UK: Unilever adds to Stork with liquid format
By Michelle Russell | 21 March 2012
Unilever has made the first addition to its UK baking brand Stork since its inception.
Stork Easy to Mix Baking Liquid is a liquid format of the product, available in a 500ml bottle format. This is the first extension to the Stork brand since its original launch in 1920.
The new line is similar to the Flora Cuisine cooking aid that Unilever launched in the UK last year.
Unilever said the liquid form of Stork would provide an "easy-to-use format, saving time and effort when baking as it is quicker to blend".
"Baking products have been increasing their value share of the total butters and spreads category since 2008, largely driven by the recent trend for home-baking," said Jolanda Wells, assistant brand manager for Stork.
"Our primary market position, coupled with the pro-baking climate, provides the perfect opportunity to launch our exciting new baking liquid that will appeal to the modern baker."
The launch will be supported by GBP1.5m (US$2.4m) marketing investment, which will include a campaign of print advertising, digital, on-pack and in-store support.
Stork Easy to Mix Baking Liquid has an RRP of GBP1.59 per bottle and comes in cases of 12 units.
Sectors: Bakery, Condiments, dressings & sauces, NPD & innovation
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