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Home Baking - US - January 2012

Strong growth in the $12 billion home baking industry at FDMx in 2008 and 2009 slowed to a halt in 2010 and 2011. Similarly, strong growth in consumer interest in home baking waned slightly in the period, having been driven in recent years in part by a desire to save money during the economic downturn. A rebounding economy that frees consumers from the need to prepare food at home, competition from in-store bakeries (ISBs) and alternative markets, as well as a growing consumer interest in healthy eating challenge sales.

Product innovation and targeted outreach is necessary to stimulate market interest and retain consumers through the economy’s ups and downs.

This report aims to help companies that compete in this sector make informed decisions in marketing messages, launch new products that are on trend, as well as identify strategies that can help invigorate sales.

Some key aspects covered in the report include:

  • The size of the market, and explanations for its movement.
  • Who are the leading companies and brands and how they are performing in a recently declining market (including private label)?
  • The effect of demographic shifts on the industry, with particular focus on age and households with children.
  • Understanding the challenges imposed by competitive sources such as ISBs, as well as rising commodity costs.
  • Discussion of health and wellness trends as they influence consumer behavior.
  • Opportunities for sales growth, including new product innovation and positioning.
  • Segment performance within the category and the role of these segments in the growth of the industry as a whole.
  • The most prevalent product claims in the past several years.
  • Retail channel performance and opportunities for growth.
  • Understanding who the home baker is, as well as usage comparisons and motivations by key demographic profiles.
  • An assessment of consumer attitudes and opinions of home bakers, including what they use, what they bake, where they shop, what drives purchases, and innovations of interest.
  • Differences between scratch bakers and mix bakers.
  • Marketing and promotional strategies of leading suppliers.
  • The importance of technology in growing the market.

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Table of contents

  1. Issues in the Market

      • Key themes
        • Definition
          • Data sources
            • Sales data
              • Consumer data
                • Abbreviations and terms
                  • Abbreviations
                    • Terms
                    • Future Opportunities

                      • The heart of the matter
                        • Think outside of the chocolate box
                          • Sensory experience in the shopping aisle
                            • Gifting opportunities
                              • Figure 1: Pie carrier, September 2011
                            • Playing with food
                              • Baking-centric stores
                              • Market in Brief

                                • Regular home bakers are golden
                                  • Instance of home baking
                                    • Home baking industry strong in 2008-09; not so strong in 2010-11
                                      • Rising costs and competition always challenging
                                        • It’s the economy
                                          • Demographics portend substantial changes in the market
                                            • How can the industry drive both indulgent and BFY simultaneously?
                                              • Ingredient choices
                                                • Leading companies lose ground to private label
                                                  • Social media is the place to be
                                                  • Internal Market Environment

                                                    • Key points
                                                      • Food costs on the rise…
                                                        • …but consumers are spending less on groceries
                                                          • Changing flavor preferences
                                                            • Figure 2: Top 10 flavors, baking ingredients and mixes, 2006 and 2011*
                                                            • Figure 3: Duncan Hines strawberry cupcakes, 2011
                                                        • Broader Market Environment

                                                          • Key points
                                                            • Economic uncertainty keeps consumers cost-conscious
                                                              • Figure 4: University of Michigan’s index for consumer sentiment, January 2007-August 2011
                                                            • Aging population presents a challenge to the industry
                                                              • Figure 5: Frequency of baking at home, by age, August 2011
                                                              • Figure 6: Population, by age, 2006-16
                                                            • Decline in households with children further reduces target audiences
                                                              • Figure 7: Frequency of baking at home, by household size and number of children, August 2011
                                                              • Figure 8: Households, by presence of children, 2000-10
                                                            • Race/ethnic population trends could be beneficial to the industry
                                                              • Figure 9: Frequency of baking at home, by race/Hispanic origin, August 2011
                                                              • Figure 10: Population, by race/Hispanic origin, 2006-16
                                                          • Competitive Context

                                                            • Key points
                                                              • Competing baked goods
                                                                • Packaged goods
                                                                  • Figure 11: New bakery product releases, 2005-10
                                                                • Smaller servings
                                                                  • Healthy
                                                                    • Alternatives to chocolate
                                                                      • In-store bakeries
                                                                        • Foodservice
                                                                        • Strengths and Weaknesses

                                                                          • Strengths
                                                                            • Weaknesses
                                                                            • Who’s Innovating?

                                                                              • Key points
                                                                                • Significant increase in product releases
                                                                                  • Figure 12: New U.S. baking mixes and ingredients, 2005-10
                                                                                • Leading companies with new product activity
                                                                                  • Figure 13: New U.S. baking mixes and ingredients, by company, 2010
                                                                                • Health claims reign in home baking product releases
                                                                                    • Figure 14: Top 10 U.S. food claims, baking ingredients and mixes, 2006 and 2011*
                                                                                  • Companies gaining confidence in new product introduction
                                                                                    • Figure 15: New baking mixes and ingredients, by launch type, 2009-11*
                                                                                  • Health-conscious
                                                                                      • Figure 16: Dietary habits, by gender and age, April 2011
                                                                                    • Smaller portions
                                                                                      • Organic
                                                                                        • Gluten-free
                                                                                          • Convenience
                                                                                            • Growth of private label
                                                                                              • New formats
                                                                                                • New packaging
                                                                                                  • Throwback
                                                                                                    • A muffin by any other name
                                                                                                      • Specialty getting in on the act
                                                                                                        • Going the extra mile
                                                                                                          • Local specialty
                                                                                                          • Market Size and Forecast

                                                                                                            • Key points
                                                                                                              • Home baking market slows
                                                                                                                  • Figure 17: Total U.S. FDMx sales and forecast of home baking products, at current and constant prices, 2006-16
                                                                                                                  • Figure 18: Total U.S. FDMx sales and forecast of home baking products, at current prices, fan chart, 2006-16
                                                                                                                • Segment activity is evidence of decrease in home baking
                                                                                                                  • Figure 19: Total U.S. FDMx sales of home baking products, by segment, 2006-16
                                                                                                                • Walmart sales
                                                                                                                • Segment Performance

                                                                                                                  • Key points
                                                                                                                    • Segment growth/decline patterns indicate slowing market
                                                                                                                      • Figure 20: FDMx sales of home baking products, by segment, 2007-10
                                                                                                                    • Shortening and oil
                                                                                                                      • Sugar
                                                                                                                        • Baking mixes
                                                                                                                          • Syrups/molasses
                                                                                                                            • Dried/glazed fruit and baking nuts
                                                                                                                              • Flour
                                                                                                                                • Baking chocolate/cocoa
                                                                                                                                  • Sugar substitutes
                                                                                                                                  • Market Share

                                                                                                                                    • Key points
                                                                                                                                      • Market leaders see significant shifts, but little share change
                                                                                                                                        • Private label grows by nearly a third
                                                                                                                                          • Figure 21: FDMx sales of home baking products, by company, 2006-10
                                                                                                                                        • Private label likely to continue to grow
                                                                                                                                        • Companies and Products

                                                                                                                                          • Manufacturers and brands
                                                                                                                                            • Figure 22: Leading companies in the U.S. home baking market and their brands, 2011
                                                                                                                                          • Major players
                                                                                                                                            • McCormick and Company
                                                                                                                                              • Recent activity
                                                                                                                                                • Product range and innovation
                                                                                                                                                  • Figure 23: Products launched by McCormick in the U.S. home baking market, 2009-11*
                                                                                                                                                • J.M. Smucker Co.
                                                                                                                                                  • Recent activity
                                                                                                                                                    • Product range and innovation
                                                                                                                                                      • Figure 24: Products launched by Smucker’s in the U.S. home baking market, 2009-11*
                                                                                                                                                    • General Mills, Inc.
                                                                                                                                                      • Recent activity
                                                                                                                                                        • Product range and innovation
                                                                                                                                                          • Figure 25: Products launched by General Mills in the U.S. home baking market, 2009-11*
                                                                                                                                                        • Kraft Foods, Inc.
                                                                                                                                                          • Recent activity
                                                                                                                                                            • Product range and innovation
                                                                                                                                                              • Figure 26: Products launched by Kraft in the U.S. home baking market, 2009-11*
                                                                                                                                                            • Nestlé S.A. (Switzerland)
                                                                                                                                                              • Product range and innovation
                                                                                                                                                                • Figure 27: Products launched by Nestlé in the U.S. home baking market, 2009-11*
                                                                                                                                                              • Pinnacle Foods Corp.
                                                                                                                                                                • Recent activity
                                                                                                                                                                  • Product range and innovation
                                                                                                                                                                    • Figure 28: Products launched by Pinnacle Foods in the U.S. home baking market, 2009-11*
                                                                                                                                                                  • ConAgra Foods Inc.
                                                                                                                                                                    • Recent activity
                                                                                                                                                                      • Product range and innovation
                                                                                                                                                                        • Figure 29: Products launched by ConAgra Foods in the U.S. home baking market, 2009-11*
                                                                                                                                                                      • Associated British Foods (ABF)
                                                                                                                                                                        • Recent activity
                                                                                                                                                                          • Product range and innovation
                                                                                                                                                                            • Figure 30: Products launched by ABF in the U.S. home baking market, 2009-11*
                                                                                                                                                                        • Brand Communication and Promotion

                                                                                                                                                                          • Key points
                                                                                                                                                                            • A look at adspend
                                                                                                                                                                              • Traditional media adspend is unstable
                                                                                                                                                                                • Figure 31: Superbrands, 2008 and 2009
                                                                                                                                                                              • Increases forecast for online and mobile ad spending
                                                                                                                                                                                • Figure 32: Projected U.S. online ad spending, by format, 2010-15
                                                                                                                                                                                • Figure 33: Projected change in U.S. ad spending rate from previous year, by format, 2010-15
                                                                                                                                                                                • Figure 34: Google recipe view, September 2011
                                                                                                                                                                                • Figure 35: Top 10 U.S. online display ad* publishers, Q1 2011
                                                                                                                                                                              • Messaging: Focus on adults
                                                                                                                                                                                • Tactics: Building a connection with the consumer
                                                                                                                                                                                  • Figure 36: King Arthur Flour wheat farmer videos, September 2011
                                                                                                                                                                                  • Figure 37: King Arthur Flour ad, Real Simple magazine, October 2011
                                                                                                                                                                                • Brand advocates
                                                                                                                                                                                  • Tactics: Promoting cost savings
                                                                                                                                                                                    • Daily deals
                                                                                                                                                                                      • Magazine coupons
                                                                                                                                                                                        • Figure 38: Domino agave nectar ad, Eating Well, September/October 2011
                                                                                                                                                                                      • Tactic: Dynamic engagement
                                                                                                                                                                                        • Figure 39: Cooking Light ad, Cooking Light, October 2011
                                                                                                                                                                                        • Figure 40: Simply Organic ad, Eating Well, September/October 2011
                                                                                                                                                                                    • Channels to Market

                                                                                                                                                                                      • Key points
                                                                                                                                                                                        • Food stores dominate home baking sales
                                                                                                                                                                                          • Figure 41: FDMx sales of home baking products, by segment, 2006-10
                                                                                                                                                                                        • Challenges within retail channels and opportunities to grow business
                                                                                                                                                                                          • Baking Aisle Audit
                                                                                                                                                                                            • Supermarket: Jewel
                                                                                                                                                                                              • Supermarket: Safeway
                                                                                                                                                                                                • Natural Foods: Whole Foods
                                                                                                                                                                                                  • Mass merchandise: Target
                                                                                                                                                                                                    • Mass merchandise: Walmart
                                                                                                                                                                                                      • Drug store: Walgreens
                                                                                                                                                                                                        • Drug Store: Rite Aid
                                                                                                                                                                                                          • Convenience store: 7-11
                                                                                                                                                                                                          • The Consumer—Home Baking Frequency

                                                                                                                                                                                                            • Key points
                                                                                                                                                                                                              • Getting bakers to bake more is key to growing business
                                                                                                                                                                                                                • Home is for both male and female bakers
                                                                                                                                                                                                                  • Consumers aged 25-44 comprise target audience
                                                                                                                                                                                                                      • Figure 42: Frequency of baking at home, by gender and age, August 2011
                                                                                                                                                                                                                    • Higher income earners bake with greater frequency than the rest
                                                                                                                                                                                                                        • Figure 43: Frequency of baking at home, by income, August 2011
                                                                                                                                                                                                                      • Bigger households bake more
                                                                                                                                                                                                                          • Figure 44: Frequency of baking at home, by household size and number of children, August 2011
                                                                                                                                                                                                                        • Age of children impacts frequency of home baking
                                                                                                                                                                                                                            • Figure 45: Frequency of baking at home, by age of children, August 2011
                                                                                                                                                                                                                          • Those who work more, bake more
                                                                                                                                                                                                                              • Figure 46: Frequency of baking at home, by employment, August 2011
                                                                                                                                                                                                                          • The Consumer—Baking Ingredients Purchased

                                                                                                                                                                                                                            • Key points
                                                                                                                                                                                                                              • Sugar, butter and flour top the list of baking ingredients purchased
                                                                                                                                                                                                                                  • Figure 47: Ingredients bought in the last six months for baking at home, by baking frequency, August 2011
                                                                                                                                                                                                                                • Bakers aged 25-44 are most likely target shoppers
                                                                                                                                                                                                                                    • Figure 48: Ingredients bought in the last six months for baking at home, by gender and age, August 2011
                                                                                                                                                                                                                                  • Higher income earners buy more
                                                                                                                                                                                                                                      • Figure 49: Ingredients bought in the last six months for baking at home, by income, August 2011
                                                                                                                                                                                                                                  • The Consumer—What’s in the Oven?

                                                                                                                                                                                                                                    • Key points
                                                                                                                                                                                                                                      • Mix baking more common than scratch baking among home bakers
                                                                                                                                                                                                                                        • Mix brownies take the cake
                                                                                                                                                                                                                                          • Using knowledge of baking preferences to boost sales
                                                                                                                                                                                                                                            • Mixing up the mix/scratch mix
                                                                                                                                                                                                                                                • Figure 50: Items baked at home in the last six months, mix versus scratch, August 2011
                                                                                                                                                                                                                                              • Baking frequency an indication of baking skill
                                                                                                                                                                                                                                                  • Figure 51: Items baked at home from a mix in the last six months, by baking frequency, August 2011
                                                                                                                                                                                                                                                  • Figure 52: Items baked at home from scratch in the last six months, by baking frequency, August 2011
                                                                                                                                                                                                                                                • The South is into mix, while the Northeast does it from scratch
                                                                                                                                                                                                                                                    • Figure 53: Items baked at home from a mix in the last six months, by region, August 2011
                                                                                                                                                                                                                                                    • Figure 54: Items baked at home from scratch in the last six months, by region, August 2011
                                                                                                                                                                                                                                                • The Consumer—Reasons for Home Baking

                                                                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                                                                    • Care and control represent important reasons for home baking
                                                                                                                                                                                                                                                      • Learning to bake, or not
                                                                                                                                                                                                                                                          • Figure 55: Reasons for home baking, by gender and age, August 2011
                                                                                                                                                                                                                                                        • High income earners looking to do more
                                                                                                                                                                                                                                                            • Figure 56: Reasons for home baking, by income, August 2011
                                                                                                                                                                                                                                                          • Large households find greater freedom in baking than smaller ones
                                                                                                                                                                                                                                                            • Children as backseat drivers to home baking
                                                                                                                                                                                                                                                                • Figure 57: Reasons for home baking, by household size and number of children, August 2011
                                                                                                                                                                                                                                                              • Age of children plays a role in engagement
                                                                                                                                                                                                                                                                  • Figure 58: Reasons for home baking, by age of children, August 2011
                                                                                                                                                                                                                                                              • The Consumer—Home Baking Habits

                                                                                                                                                                                                                                                                • Key points
                                                                                                                                                                                                                                                                  • Home bakers like to be in the know
                                                                                                                                                                                                                                                                    • The importance of branded recipes
                                                                                                                                                                                                                                                                      • Finding recipes online
                                                                                                                                                                                                                                                                        • Positioning scratch as easy
                                                                                                                                                                                                                                                                          • Thinking about ingredients
                                                                                                                                                                                                                                                                              • Figure 59: Home baking habits, by baking frequency, August 2011
                                                                                                                                                                                                                                                                            • Men drawn to freedom and flexibility in the kitchen
                                                                                                                                                                                                                                                                                • Figure 60: Home baking habits, by gender and age, August 2011
                                                                                                                                                                                                                                                                              • Highest income earners most selective about ingredients
                                                                                                                                                                                                                                                                                  • Figure 61: Home baking habits, by income, August 2011
                                                                                                                                                                                                                                                                                • Largest households look for ways to stretch the food dollar
                                                                                                                                                                                                                                                                                    • Figure 62: Home baking habits, by household size and presence of children, August 2011
                                                                                                                                                                                                                                                                                • The Consumer—Home Baking Motivations

                                                                                                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                                                                                                    • Home baking as a way of life
                                                                                                                                                                                                                                                                                      • Shifts toward and away from home baking
                                                                                                                                                                                                                                                                                          • Figure 63: Home baking motivations, by gender and age, August 2011
                                                                                                                                                                                                                                                                                        • Lower income earners look to home baking to save money
                                                                                                                                                                                                                                                                                            • Figure 64: Home baking motivations, by income, August 2011
                                                                                                                                                                                                                                                                                          • Keeping up with family tradition strongest among families
                                                                                                                                                                                                                                                                                            • Larger households turn to home baking for cost savings
                                                                                                                                                                                                                                                                                                • Figure 65: Home baking motivations, by household size and presence of children, August 2011
                                                                                                                                                                                                                                                                                            • The Consumer—Importance of Health Claims

                                                                                                                                                                                                                                                                                              • Key points
                                                                                                                                                                                                                                                                                                • “All natural” tops the list of important ingredient attributes
                                                                                                                                                                                                                                                                                                  • Some demographics may be stronger preference drivers than others
                                                                                                                                                                                                                                                                                                      • Figure 66: Importance of health claims, by gender and age, August 2011
                                                                                                                                                                                                                                                                                                    • The impact of income
                                                                                                                                                                                                                                                                                                        • Figure 67: Importance of health claims, by income, August 2011
                                                                                                                                                                                                                                                                                                      • Age of children might not drive preferences of parents
                                                                                                                                                                                                                                                                                                          • Figure 68: Importance of health claims, by age of children, August 2011
                                                                                                                                                                                                                                                                                                        • Midwesterners go with the flow
                                                                                                                                                                                                                                                                                                            • Figure 69: Importance of health claims, by region, August 2011
                                                                                                                                                                                                                                                                                                          • Daily bakers are demanding shoppers
                                                                                                                                                                                                                                                                                                              • Figure 70: Importance of health claims, by baking frequency, August 2011
                                                                                                                                                                                                                                                                                                          • The Consumer—Where Ingredients Are Purchased

                                                                                                                                                                                                                                                                                                            • Key points
                                                                                                                                                                                                                                                                                                              • Supermarkets are leading shopping preference of home bakers
                                                                                                                                                                                                                                                                                                                • Growth of other retail channels
                                                                                                                                                                                                                                                                                                                    • Figure 71: Where ingredients are purchased, by gender and age, August 2011
                                                                                                                                                                                                                                                                                                                  • Low income earners seek cost savings, high earners seek specialty
                                                                                                                                                                                                                                                                                                                      • Figure 72: Where ingredients are purchased, by income, August 2011
                                                                                                                                                                                                                                                                                                                    • Larger households take advantage of any opportunity to stock up
                                                                                                                                                                                                                                                                                                                        • Figure 73: Where ingredients are purchased, by household size and presence of children, August 2011
                                                                                                                                                                                                                                                                                                                      • Geographic landscape defines shopping patterns
                                                                                                                                                                                                                                                                                                                          • Figure 74: Where ingredients are purchased, by region, August 2011
                                                                                                                                                                                                                                                                                                                        • Daily bakers shop everywhere to get what they want
                                                                                                                                                                                                                                                                                                                          • Growing online sales
                                                                                                                                                                                                                                                                                                                              • Figure 75: Where ingredients are purchased, by baking frequency, August 2011
                                                                                                                                                                                                                                                                                                                          • The Consumer—Reasons for Not Baking

                                                                                                                                                                                                                                                                                                                            • Key points
                                                                                                                                                                                                                                                                                                                              • Baking seen as taking too much time
                                                                                                                                                                                                                                                                                                                                • Combating a limited view of baked goods
                                                                                                                                                                                                                                                                                                                                  • Instilling the consumer with the confidence that they can do it
                                                                                                                                                                                                                                                                                                                                    • Competition from RTE
                                                                                                                                                                                                                                                                                                                                        • Figure 76: Reasons for not baking, by gender and age, August 2011
                                                                                                                                                                                                                                                                                                                                      • Baking time could be family time well spent
                                                                                                                                                                                                                                                                                                                                        • Catering products to single households
                                                                                                                                                                                                                                                                                                                                            • Figure 77: Reasons for not baking, by household size and presence of children, August 2011
                                                                                                                                                                                                                                                                                                                                            • Figure 78: Reasons for not baking, by age of children, August 2011
                                                                                                                                                                                                                                                                                                                                        • Impact of Race and Hispanic Origin

                                                                                                                                                                                                                                                                                                                                          • Key points
                                                                                                                                                                                                                                                                                                                                            • Hispanic and Asian home bakers key to future growth
                                                                                                                                                                                                                                                                                                                                                • Figure 79: FREQUENCY OF BAKING AT HOME, by race/Hispanic origin, August 2011
                                                                                                                                                                                                                                                                                                                                              • Asian bakers are prolific shoppers
                                                                                                                                                                                                                                                                                                                                                • Figure 80: INGREDIENTS BOUGHT IN THE LAST six MONTHS FOR BAKING AT HOME, by race/Hispanic origin, August 2011
                                                                                                                                                                                                                                                                                                                                              • Giving the people what they want
                                                                                                                                                                                                                                                                                                                                                • Figure 81: ITEMS BAKED AT HOME from a mix IN THE LAST six MONTHS, by race/Hispanic origin, August 2011
                                                                                                                                                                                                                                                                                                                                              • A point of entry for the black home baker
                                                                                                                                                                                                                                                                                                                                                • Figure 82: ITEMS BAKED AT HOME from scratch IN THE LAST six MONTHS, by race/Hispanic origin, August 2011
                                                                                                                                                                                                                                                                                                                                              • Asians take control
                                                                                                                                                                                                                                                                                                                                                • Figure 83: Attitudes towards baking, by baking frequency, August 2011
                                                                                                                                                                                                                                                                                                                                              • Asian bakers do what they want, Hispanic bakers seek advice
                                                                                                                                                                                                                                                                                                                                                  • Figure 84: Home baking habits, by race/Hispanic origin, August 2011
                                                                                                                                                                                                                                                                                                                                                • Baking as a part of life for Asians
                                                                                                                                                                                                                                                                                                                                                  • Figure 85: Home baking motivations, by race/Hispanic origin, August 2011
                                                                                                                                                                                                                                                                                                                                                • Asian and Hispanic home bakers exhibit a strong interest in health
                                                                                                                                                                                                                                                                                                                                                  • Figure 86: Importance of health claims, by race/Hispanic origin, August 2011
                                                                                                                                                                                                                                                                                                                                                • Asians willing to shop at a variety of venues
                                                                                                                                                                                                                                                                                                                                                  • Figure 87: Where ingredients are purchased, by race/Hispanic origin, August 2011
                                                                                                                                                                                                                                                                                                                                                • Time is of the utmost importance to Asian home bakers
                                                                                                                                                                                                                                                                                                                                                  • Figure 88: Reasons for not baking, by race/Hispanic origin, August 2011

                                                                                                                                                                                                                                                                                                                                              Companies Covered

                                                                                                                                                                                                                                                                                                                                              • ACH Food Companies Inc.
                                                                                                                                                                                                                                                                                                                                              • Aldi (USA)
                                                                                                                                                                                                                                                                                                                                              • AOL
                                                                                                                                                                                                                                                                                                                                              • Associated British Foods Plc
                                                                                                                                                                                                                                                                                                                                              • Blue Diamond Growers
                                                                                                                                                                                                                                                                                                                                              • Bob's Red Mill Natural Foods
                                                                                                                                                                                                                                                                                                                                              • Campbell Soup Company
                                                                                                                                                                                                                                                                                                                                              • Cargill Incorporated
                                                                                                                                                                                                                                                                                                                                              • CBS Corporation
                                                                                                                                                                                                                                                                                                                                              • Cinnabon, Inc.
                                                                                                                                                                                                                                                                                                                                              • ConAgra Foods, Inc
                                                                                                                                                                                                                                                                                                                                              • Continental Mills Inc
                                                                                                                                                                                                                                                                                                                                              • Crate & Barrel
                                                                                                                                                                                                                                                                                                                                              • Dole Food Company Inc.
                                                                                                                                                                                                                                                                                                                                              • Dr Oetker
                                                                                                                                                                                                                                                                                                                                              • Facebook, Inc.
                                                                                                                                                                                                                                                                                                                                              • Fox Interactive Media
                                                                                                                                                                                                                                                                                                                                              • General Mills Inc
                                                                                                                                                                                                                                                                                                                                              • Google, Inc.
                                                                                                                                                                                                                                                                                                                                              • Groupon, Inc.
                                                                                                                                                                                                                                                                                                                                              • Hershey Company, The
                                                                                                                                                                                                                                                                                                                                              • Institute of Food Technologists (IFT)
                                                                                                                                                                                                                                                                                                                                              • Interactive Advertising Bureau (US)
                                                                                                                                                                                                                                                                                                                                              • International Dairy·Deli·Bakery Association
                                                                                                                                                                                                                                                                                                                                              • International Food Information Council Foundation (IFIC)
                                                                                                                                                                                                                                                                                                                                              • International Speedway Corporation
                                                                                                                                                                                                                                                                                                                                              • Kinnikinnick Foods
                                                                                                                                                                                                                                                                                                                                              • Kraft Foods Inc. (U.S.A.)
                                                                                                                                                                                                                                                                                                                                              • Lindt & Sprüngli (US)
                                                                                                                                                                                                                                                                                                                                              • McCormick & Company, Inc.
                                                                                                                                                                                                                                                                                                                                              • Microsoft USA
                                                                                                                                                                                                                                                                                                                                              • Nestlé USA
                                                                                                                                                                                                                                                                                                                                              • NutraSweet Company, The
                                                                                                                                                                                                                                                                                                                                              • Pillsbury
                                                                                                                                                                                                                                                                                                                                              • Pinnacle Foods Group Inc.
                                                                                                                                                                                                                                                                                                                                              • Republic of Tea Inc., The
                                                                                                                                                                                                                                                                                                                                              • Rite Aid Corporation
                                                                                                                                                                                                                                                                                                                                              • Safeway Inc
                                                                                                                                                                                                                                                                                                                                              • Subway
                                                                                                                                                                                                                                                                                                                                              • Sunsweet Growers Inc.
                                                                                                                                                                                                                                                                                                                                              • Target Corporation
                                                                                                                                                                                                                                                                                                                                              • The Ghirardelli Chocolate Company
                                                                                                                                                                                                                                                                                                                                              • The J. M. Smucker Company
                                                                                                                                                                                                                                                                                                                                              • The Kroger Co.
                                                                                                                                                                                                                                                                                                                                              • The New York Times Company
                                                                                                                                                                                                                                                                                                                                              • Trader Joe's Company Inc
                                                                                                                                                                                                                                                                                                                                              • Turner Broadcasting System, Inc.
                                                                                                                                                                                                                                                                                                                                              • U.S. Bureau of Labor Statistics
                                                                                                                                                                                                                                                                                                                                              • U.S. Bureau of the Census
                                                                                                                                                                                                                                                                                                                                              • U.S. Department of Agriculture
                                                                                                                                                                                                                                                                                                                                              • US Department of Commerce
                                                                                                                                                                                                                                                                                                                                              • Viacom Inc.
                                                                                                                                                                                                                                                                                                                                              • Walgreen Co
                                                                                                                                                                                                                                                                                                                                              • Walmart Stores (USA)
                                                                                                                                                                                                                                                                                                                                              • Whole Foods Market Inc
                                                                                                                                                                                                                                                                                                                                              • Williams-Sonoma, Inc
                                                                                                                                                                                                                                                                                                                                              • Yahoo! Inc

                                                                                                                                                                                                                                                                                                                                              Home Baking - US - January 2012

                                                                                                                                                                                                                                                                                                                                              £2,684.63 (Excl.Tax)