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Bready Player One: Lies and the promise of cake

Sara Elsam looks at Portal, a classic video game involving gravity guns and cake-based half-truths.

'Create in-store excitement with a special theme and making doughnuts to suit'

Ivor McKane channel director of National Doughnut Week sponsor CSM on the opportunity offered by the annual charity event, which takes place 12-19 May 2018. Register at nationaldoughnutweek.org

‘Investing ahead of regulations acts as an insurance policy’

Neil Davidson, managing director of HeyHuman, advises bakers to take proactive marketing steps in case of increased regulation of ‘unhealthy’ foods

‘The question is if a brand’s products deliver on its promise’

Tony Nunan, managing director of the Visuality Group on the role of authenticity in the bakery market

How to protect your name and branding

Ben Evans, associate and chartered trade mark attorney at law firm Blake Morgan, walks us through the trade mark process and the importance of protecting your business’ identity

‘The key is reinforcing the fresh and homemade narrative’

Retail consultant Karl McKeever on the role of visual merchandising in selling artisanal products

“Genius Foods needs to play to win in the branded space”

Hamish Renton, managing director of food and drink industry consultancy HRA, examines Genius Foods’ decision to focus on branded sales rather than own-label

“It’s like a Cronut. At first you think ‘Why?’, but then a bakery mash-up can be a thing of pure genius”

Former Great British Bake Off contestant Cathryn Dresser gives her view the show’s new line-up

‘The marketing of your business digitally is something you must do... and do well’

A word of warning for the baking industry: the rules of business are changing, and the pace of change is accelerating. You are now doing business in a digital world and your company must keep up, or will become outdated and irrelevant.