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Home baking brands remove hydrogenated vegetable oil

1 Dec 2006

Four of the UK’s cooking brands are joining the food industry’s drive to remove hydrogenated vegetable oils (HVOs) from thousands of products.

Cookeen, Trex, Crisp ‘n’ Dry and Pura are in the home baking category which is currently enjoying sales growth thanks to a resurgence in home cooking. Months of tests have been carried out in order to remove HVOs while maintaining the quality and consistent baking results which consumers demand.

When they hit the shelves in October, they will be among the first home-baking products in the UK to have removed the oils, following retailer assurances that many own label products will be HVO free by next year.

Originally launched in the 1950s for use in pastry making, the Trex and Cookeen brands have grown to become cornerstones of home-baking. Crisp ‘n’ Dry and Pura are also well known cooking oils, used primarily for frying. Together the four brands have 30% share of the white fats market and are listed in all major retailers.

Edible Oils Limited, a joint venture between Princes Limited and Pura Fooods Limited and which owns the brands, plans to launch the new HVO-free products in stores during October following extensive recipe trials.

HVO is traditionally used as a way to maintain stability in solid vegetable oils. In order to create HVO-free products while still maintaining product quality each brand underwent six months of intensive recipe development and product testing.

Neil Brownbill, marketing director for Edible Oils, said: “A resurgence in home-baking has stimulated sales in this category, which are now growing at six per cent year on year — twice as fast as the total grocery market.

“But consumers don’t want to spend time and money baking only to be disappointed by the end result.

“Brands like Cookeen have been trusted by generations. Through intensive product development, our technical teams have been able to develop a recipe that eliminates the need for HVO while still maintaining the quality and reliable results that consumers are used to.

“As a result, our brands will be ideally placed to capitalise as home-baking continues to grow in popularity.”

In addition to removal of HVO the brands’ packaging has also been refreshed. Rather than paper wraps, the products now come in contemporary foil packaging with a refreshed design. Further brand investment is planned for 2007.