AB Mauri launch the PureCraft confectionery platform

AB Mauri is delighted to introduce PureCraft to the UK and Ireland bakery market. A ‘technically superior and commercially stronger’ premium confectionery platform, the initial launch sees the introduction of seven products; including a Lemon Crème Cake Mix, as well as vegan-certified Doughnut and Muffin Mixes; with further launches scheduled for 2021.

Robert Mullen, Head of Marketing AB Mauri UK & Ireland, explained: “Whether in relation to a bread or confectionery development, we’re very aware that AB Mauri is renowned in the field of bespoke technical product implementation.

“With PureCraft it is our intention that bakers, irrespective of their size, should be afforded the opportunity to enjoy the benefits of technically superior and commercially stronger products.

“Over the last year or so, we’ve all been well aware of the impact that Covid 19 has had upon small and medium sized bakers. The PureCraft range has been developed with those bakers specifically in mind; with the intention of delivering superb bakery products that will not only improve footfall, but will also ensure customers return time after time. 

“The intention is to make PureCraft the go to brand for all bakers in this sector, serious about producing superior confectionery. Crafted with care, we’re sure demand for these products will undoubtedly become customer driven, spurred on by their fantastic taste, great mouthfeel, tangible softness and authenticity. With PureCraft, we believe we’re creating a range of exceptional products from which every baker can benefit.

Marketing plans include specific social media platforms, a microsite and specific recipe support from the AB Mauri Centre of Excellence.”

The PureCraft recipe development process has been led by Ryan Carter, Category Development Manager, AB Mauri UK & Ireland, who added: ‘This has been an exciting collaborative process with our industry leading technical team, as a result of a detailed observation of market trends. The result is we’ll be delivering a range of products, perfectly aligned to the current and future needs of the small and medium sized baker.’

Andrew Dinsdale, Head of Sales, AB Mauri UK & Ireland, concluded: “Our long association with the Cereform name is clear proof that AB Mauri carries some brand heritage. Introducing and developing PureCraft™ is part of a wider strategic review in relation to our current brand and product portfolio.

We’re talking very openly about this first phase of the PureCraft™ brand as a confectionery platform. However, it’s important to note that equally appealing categories will be released over time. We’ll be launching exciting and innovative products, including bread offerings, in phases 2,3 and 4; during 2022 and 2023.

Understandably, we’re hugely excited about the PureCraft™ brand changing the bakery landscape in the months and years to come.”


To stay up to date on the latest, trends, innovations, people news and company updates within the global confectionery market please register to receive our newsletter here

Media contact
Kiran Grewal
Editor, International Confectionery

Tel: +44 (0) 1622 823 922
Email: editor@in-confectionery.com

Subscribe to our newsletter

Don't miss new updates on your email
Scroll to Top