ADVERTORIAL
Bakers K
A GAME-CHANGER FOR
A soft-set, ambient-stable mallow that’s easy to use, endlessly versatile, and designed to help bakers keep up with fast-moving trends.
eeping pace with the bakery sector these days takes more than following the latest trend — it’s about giving bakers the confidence
to experiment and push the category forward. British Bakels has built its reputation on delivering ingredient solutions that marry creativity with convenience, helping bakeries of every size adapt quickly to shifting consumer tastes. We caught up with Dan Jones, Marketing Manager at British Bakels, to discuss their latest launch, Ready-to-Use Mallow, and how it embodies the company’s wider commitment to innovation, ease of use, and supporting bakers in an increasingly competitive market.
Bakery is a fast-moving, competitive sector. What role does innovation play in keeping ahead? Dan Jones: Innovation is essential in bakery. Consumer tastes evolve quickly, and bakers need ingredients that let them react without adding complexity. At British Bakels, innovation means developing products that take the complexity out of creativity - making it easier for bakers to deliver consistent, scalable results. We saw that earlier this year when Dubai Chocolate took off overnight, and bakeries had to pivot fast to capture the trend.
What are some of the biggest trends you’re seeing in bakery right now? DJ: There’s still a big appetite for nostalgic favourites reimagined; tiramisu and cherry are both performing strongly. We’re also seeing the rise of swicy applications, with spice appearing in places you wouldn’t expect. And as colour continues to influence innovation, matcha has already paved the way, but I believe ube could be the next driver.
How does the new Ready-to-Use Mallow fit into these trends? DJ: It’s perfectly placed. Our Ready-to-Use Mallow is an industry-first; soft-set, ambient- stable, vegetarian-friendly, with a creamy vanilla flavour and gooey texture. It’s a real canvas for creativity: easy to flavour, colour, and adapt. From teacakes and mallow sandwiches to modern s’mores, it helps
bakers put a contemporary spin on nostalgic classics. As new flavours trend online, mallow is an ideal carrier - we’ve even created a pumpkin spice version for autumn.
Convenience is a big theme in professional kitchens. How does this product help with that? DJ: No mixing, no whipping - just open the pail and use. It cuts prep time and removes
28 • KENNEDY’S CONFECTION • AUGUST/SEPTEMBER 2025
the variability that comes with making mallow from scratch. Its ambient stability frees up valuable fridge space, while freeze–thaw stability makes it equally suited to frozen products. It can even replace fresh cream without the storage concerns. In short, it’s convenience without compromise.
QUITE SIMPLY, THERE’S NOTHING ELSE LIKE IT.
IT’S SMOOTH ENOUGH TO SPREAD, STABLE ENOUGH
TO PIPE TALL, SOFT ENOUGH FOR FILLINGS, AND IT CAN BE TOASTED TO DELIVER THAT SIGNATURE GOLDEN MERINGUE-STYLE CRUST
What makes this different from anything else on the market? DJ: Quite simply, there’s nothing else like it. It’s smooth enough to spread, stable enough to pipe tall, soft enough for fillings, and it can be toasted to deliver that signature golden meringue-style crust. The combination of versatility, indulgent texture and shine, and time-saving ease makes it a genuine game-changer for bakers.
Can you give examples of how bakers are already using it? DJ: We’ve seen it in teacakes, doughnut fillings and mallow-and-jam sandwiches. It works as both a filling and a topping and colouring it opens up endless opportunities for decoration. We’ve used it on lemon meringue where it scorches beautifully and even covered a whole cake for a dramatic torched effect. One of the biggest surprises has been buttercream - it creates a smooth finish with a unique texture.
Finally, what does this launch say about British Bakels’ wider approach to innovation? DJ: When we speak to bakers, they want products that help them keep up with fast- moving trends, particularly those driven online, but in a way that’s quick and simple. Ready-to-Use Mallow sits alongside our other easy-to-customise products like Multimix cake base, Cheesecake Mix and White Vanilla Mousse. Our mission is to give bakers the confidence to adapt and innovate, knowing the end product will be consistently high quality. We’ve already seen some brilliant
applications with the mallow (recipes are available on our website), and we can’t wait to see how bakers take this new ingredient and make it their own.
www.britishbakels.co.uk
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