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Baking is here to stay, says What More

UK manufacturer What More UK says sales of its kitchenware continue to grow at an increasing rate. At the start of the coronavirus pandemic, What More attributed the large increase in its bakeware sales to lockdown conditions.

What More company director Tony Grimshaw OBE reflects: “We knew that more and more people are interested in home cooking, but the lockdown restrictions have accelerated the trend. Back in April the focus was on the bakeware, but now we’re seeing a wider interest covering our entire range of bakeware and kitchenware products.”

Above: Part of What More’s PushPan range.
Above: Part of What More’s PushPan range.

He observes: “Home baking is something you can do with your family. It’s a shared activity and that’s important during these times of social distancing, isolation, and loneliness.”

A recent national survey conducted by has revealed that 71% of us are now baking more than once a week compared with just 31% before lockdown.

Back in July, trade journal The Grocer reported a 49% increase across the board in sales in the home baking category, with some individual figures far higher. Flour in particular was up by 113.2% from the previous year.

* Expanding its housewares sales around the world, What More UK has announced that its latest export deal is with Sri Lanka.

Above: Tony next to Sri Lanka’s flag (What More’s newest export country).
Above: Tony next to Sri Lanka’s flag (What More’s newest export country).


Top: What More says its stockists are increasing their orders of bakeware as the festive season approaches.


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