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Bakedin expands marketing capabilities with series of new hires

By Karolina Skinner
5 May 2021
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The UK’s leading subscription baking kit brand, Bakedin, has responded to significant growth with a series of key hires set to bolster its marketing team. The new roles come ahead of a significant year for the Basingstoke-headquartered business, with a series of key product launches in the offing, alongside international expansion plans.

Jana Saunders - head of brand at Bakedin.

A team for baking fever
The combination of multiple lockdowns, families being at home and the UK’s enduring love affair with baking saw the baking kit business – known for its signature cinnamon buns, soft pretzel and trend-making cake mixes – grow 310% since last April, to a T/O of £5 million. Today, its popular Baking Club has over 20,000 members.

The new roles include Hollie Kennedy joining as recipe developer, Luke Slatter and Alex Ingram joining as videographers and Sarah Mills in graphic design. Bakedin also takes on its second apprentice with Emily Hayward joining as sales apprentice. The new appointments take the team to 40.

Jana Saunders, head of brand, says, “Our strong product and marketing team have been key to the rapid growth we’ve achieved over the past 12 months. We’re very proud to have our core creative team in-house and see it as a key investment in our brand as we continue to expand.”

Joe Munns, CEO and founder of Bakedin says, “We’ve invested a lot in our recruitment process, from developing our interview process through to partnerships with local universities and colleges to make sure we’re bringing in the best talent. Opening up opportunities in the food industry is also important to us, which is why we’re delighted to have hired our second apprentice. Each new team member has so much to bring to the business and we’re looking forward to welcoming them into the Bakedin family.”

Making happiness homemade
Bakedin was founded on the belief that 'happiness is homemade' and from the outset, Munns, and his brother Patrick Munns, sales director, set about creating a distinct, positive employee experience. The business has also been a trailblazer of the four-day week, introducing this in 2016. Last year, Bakedin was recognised as the Employer of the Year in the Inspire Business Awards.

Munns adds, “We’ve always offered a flexible culture, developing it sustainably, with the long-term in mind. Bakedin is built on the foundation of a happy team making happy customers – an ethos that resonated powerfully the past 12 months. We’ve got ambitious plans for 2021 and now have the team in place to deliver on them."

About Bakedin
Bakedin is an energetic team of 40 baking lovers that develop and manufacture baking kits and mixes in their SALSA-approved factory in Basingstoke. The baking kits contain all the ingredients in the right quantities so consumers enjoy a 'baking from scratch' experience just with a little less fuss and no food waste.

The brand uses only the best ingredients in its kits, including award-winning local flour, Belgian chocolate and ground Madagascan vanilla. A diverse product range includes premium baking kits, convenient mug baking mixes, a subscription baking club as well as a newly launched ‘boozy baking’ range. The kits are available at the Bakedin online bakeshop, Amazon, Wicked Uncle and in many well-known high street retailers such as Costco, Hobbycraft, Lakeland and Tesco.


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