Sainsbury’s is launching a website aimed at shoppers with a passion for baking. The site, Sainsburys.co.uk/baking, comprises sweet and savoury recipes, products, techniques and tips as well as a regular Q&A from award-winning baker and cookery writer Dan Lepard, who will be on hand each month to solve baking dilemmas.
Tips on creating healthier recipes, baking shortcuts and advice on food intolerances will be available at the click of a button while baking for occasions such as picnics, children's parties and street parties is also covered. Essential kitchenware and must have equipment for the discerning baker are featured along with inspirational food serving ideas and storage solutions.
Moji Forde, Head of Home Baking at Sainsbury's says: "The launch of our Home Baking website has been a long time coming as we wanted to be absolutely sure the content is interesting and useful to bakers of all levels and experience. With the regular input from Guardian columnist Dan Lepard, we're hoping the site will be in the favourites of food fans everywhere."
As part of Sainsbury's commitment to help customers live well for less, the home baking website will provide relevant and timely suggestions to help bakers up and down the country manage their budget and impress their family and friends with delicious bake-related goods.
Sainsbury's has seen sales of its bakeware equipment and home baking items soar in the last 12 months and recently announced a exclusive book deal with Jo Wheatley, series 2 winner of The Great British Bake Off.A Passion For Bakingand hits Sainsbury's stores in late May.
Notes to editors
Dan Lepard biog
Dan Lepard is one of the UK's most widely-read and respected bakers and food writers. His books, which combine a creative wit with an in-depth understanding of the science of baking, have established him as the alternative baking guru for a generation of young cooks and chefs.
Dan's first book, BAKING WITH PASSION, was the first book to champion an artisan bakery in Britain and went on to win the Guild of Food Writers' Cook Book of the Year Award and was short-listed for the André Simon Food Book of the Year. His next book, THE HANDMADE LOAF combined his writing with his skills as a photographer and gained a cult following as it encouraged long-process dough making at a time when bakeries were still speeding their production. He followed this with the baking chapter of THE COOK'S BOOK which won the James Beard Foundation Book Award and has sold over 400,000 copies. He photographed Giorgio Locatelli's masterwork MADE IN ITALY, winner of the Glenfiddich and World Gourmand awards, and HAWKSMOOR AT HOME. Dan also wrote the British chapter in the DICTIONNAIRE UNIVERSEL DU PAIN (Laffont Paris, 2010).
His latest book, SHORT & SWEET (4th Estate, £25) has been a best-seller since its launch in 2011 and in March 2012 won the Andre Simon Award 2011, one of the most prestigious foodie book prizes in the world.