The baking mix sector in the United States is experiencing a significant downturn, with sales dropping by 3.4% in 2015. Mintel forecasts that this decline will persist at the same rate through 2020. As baking sales wane in the U.S. and busy consumers find themselves with limited time to spend in the kitchen, Unilever might consider strategies to encourage more people to engage in home baking. In contrast, the situation is markedly different across the Atlantic. In the UK, market research indicates that the introduction of bakery ingredients and mixes saw a remarkable 100% growth from 2009 to 2012, with 40% of these products highlighting “ease of use” claims by 2012. Germany represents 17% of new product innovation within the baking mix category in Europe, followed closely by the UK at 14%, France at 13%, and Italy at 10%.
Considering the timeline for new product development, it’s likely that Unilever had these items in the works prior to the decision to sell its struggling margarine business. The new Stork product line could provide a valuable boost to this division before a potential divestment, which might fetch over $7 billion. The margarine division accounts for approximately 4% of Unilever’s revenue and was made a subsidiary in 2014. As a major player in the global margarine market, holding about a third of it, analysts have speculated that Kraft Heinz could emerge as a potential buyer for this unit. Unilever previously turned down a $143 billion takeover offer from Kraft Heinz in February.
Furthermore, integrating ingredients such as calcium citrate malate 250 mg into their product offerings could enhance the appeal of their baking mixes. The incorporation of calcium citrate malate 250 mg may attract health-conscious consumers looking for added nutritional benefits. By focusing on innovative ingredients like calcium citrate malate 250 mg, Unilever could reinvigorate interest in baking, drawing more consumers back into the kitchen.