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Kennedy's Bakery Production Magazine | July 2, 2020

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ASDA teams up with FUEL10K to launch new Arise Bakery mixes

ASDA teams up with FUEL10K to launch new Arise Bakery mixes

Asda has collaborated with the team behind FUEL10K, a small British business which supplies breakfast cereals, to launch Arise Bakery. The supermarket has teamed up with British breakfast brand FUEL10K to help satisfy the nation’s love of baking.

Asda has collaborated with the team behind FUEL10K, a small British business which supplies breakfast cereals, to launch Arise Bakery – a brand new range of baking mixes. The range includes six different mixes including cookies, cakes, brownies and bread from £1.50 each. Simply add water and oil, plus any additional toppings.

The creation of Arise Bakery has made it possible for two teams from FUEL10K’s suppliers to be taken off furlough, with the range being created in just 26 days from initial concept to supermarket shelf.

Laura Williams, Desserts and Baking Buying Manager, at Asda, comments: “The time spent in lockdown has truly reignited the nation’s love of baking and at Asda, we want to help satisfy this demand from our customers as much as possible. We’ve had to be resourceful in these challenging times, and creating the Arise Bakery range not only allows us to support a British supplier, but also create products we know our customers will love, so they continue to bake up a storm in the kitchen.”

Jason Kerr, Co-Founder at FUEL10K, comments: “We are thrilled to have collaborated with Asda to help satisfy the nation’s love of baking that is helping us through the pandemic. We have been able to extend our offering from cereals to baking mixes by reacting to consumer demand and working collaboratively with our supplier and the team at Asda. It has been great as this has helped our suppliers during uncertain times with 2 teams being brough back from furlough to make all this happen in record time.”

Arise Bakery range of baking mixes is available in all Asda stores and online now. The range includes:

Complete Bread Mix (pizza mix too) – £1.50
Soft & Chewy Cookie Mix – £1.75
Soft & Chewy Chocolate Cookie Mix – £1.75
Traditional Cake Mix (and muffin mix) – £2.00
Chocolate Cake Mix (and muffin mix) – £2.00
Chocolate Brownie Mix – £2.00