Barely a week goes by without some tale of cupcake ’envelope pushing’, and this week is no different, with US cupcake stories dominating our humble corner of BB.And what better way to rewrite the cupcake recipe book than by introducing the not-so-dainty ingredient of dead animals?”Meatloaf is a wonderful way to be creative and take risks in the kitchen. The possibilities are endless,” writes bakery owner Cynthia Kallile on her website www.themeatloafbakery.com, a Chicago bakery that specialises in cupcakes made of meatloaf. And the icing on the cake – as she puts it – is mashed potatoes.We’ll let her explain the bizarre rationale in her own words. After she had the eureka moment, she realised “meatloaf could taste great AND look beautiful”. “From there, I refashioned my meatloaf into bite-size loafies, savoury cupcakes and family-size pastries, each topped with a special blend of potatoes, pasta, even veggies.”Most remarkable of all, perhaps, a scan down the FAQs section on the website reveals that nobody thought to ask the question ’why, oh why, oh why?’
Premier Foods will air a new British-themed TV advert for its Hovis bread brand next month.The £1m ad campaign, which will run from 10 February until the end of March, will focus on its existing ‘Go on Lad’ concept, featuring a young boy’s journey through recent history and focusing on British life and iconic events, such as the Queen’s Silver Jubilee. It forms part of a wider £10m investment to promote Hovis as a British brand among its major national competitors.Michael Clarke, chief executive officer at Premier Foods, said: “The awareness and popularity of our Power Brands remain strong, but it’s clear that we haven’t invested enough in marketing compared with our competitors. I’m committed to changing that. The new TV ads are just the start of things to come.” Premier Foods recently updated Hovis’ bread packaging to feature the Union Jack flag and an eye-catching blue band, highlighting it as the only major national bread brand that uses 100% British wheat and no artificial preservatives.The company has extended its marketing spend to more than £50m this year to help restore growth, focusing on its eight Power Brands and running TV campaigns for six of them, including Hovis and Mr Kipling. Each advert will carry a Premier Foods signature to illustrate the company’s commitment to invest in its brand portfolio.Premier Foods will also be running TV ad campaigns for its Sharwood’s and Loyd Grossman brands in the next two weeks.