It is being billed as the shopping coup of the decade, as Poundland stepped up their campaign to be the most successful discount store on the High Street. The bargain retailer announced today that they are releasing a collaboration of bakeware essentials, with none other than celebrity cook, actress and author Jane Asher.
This new range of cooking utensils will be available from Spring 2014, and yes, every item will cost £1 each. The new Jane Asher Collection is the first ever celebrity range to feature in the discount store, and will feature in all Poundland’s 490 shops across the UK and Ireland.
Jane, 67, has acted since childhood, and has turned her hand at writing in recent years. She became famous for her elaborate cakes in the ‘80’s, and is now a renowned celebrity baker, with her own party cakes business and shop.
Jane said: “I’m delighted to be working with Poundland on developing this fantastic new bakeware range and have designed, tested and worked with every single product. Home baking can give such enormous pleasure – both to those who bake and those who eat it!”
She added: “It is also an economical way of making great quality breads, cakes and pies but of course the cost of all the equipment can be an issue for some. In my new Poundland range this will no longer be a problem as all the baking essentials are covered and offer amazing value for money. The range is very pretty, and comes in four pastel colours, which can be mixed and matched. I’ve also included six quick, easy and delicious cake mixes.”
Jim McCarthy, chief executive officer of Poundland, said: “We’re very proud that we are the first discount retailer to launch a celebrity range and very excited to be working with Jane Asher. We’re extremely pleased to be offering our customers an affordable entry point into the hugely popular home baking trend. For well under £10 they will be ready to bake with Poundland – and we’re confident that combining the excitement of a bargain with the enthusiasm of baking is going to be a recipe for success.”
The designer range from Jane is in no doubt in response to the overwhelming demand from customers, which has seen the popularity of baking rise, due to programmes such as The Great British Bake-off. In fact, recent reports suggest that in the UK alone, one in seven Brits are baking at least twice a week.
Poundland are expected to announce the date of Jane’s Baking Range in the New Year.