What More UK ready for busiest bakeware sales period

Orders of cake tins and other bakeware are flying out of What More UK’s manufacturing facility as the Lancashire-based business experiences its busiest period for baking product sales.

The last three months of the year are when 50% of What More UK’s total annual bakeware sales occur, announces the business during National Baking Week.

Laura Duncan, What More’s senior product development manager, believes the festive season is a key driver for this spike in sales.

She said: “As soon as the weather turns cold and the evenings get darker, we want comfort food – and cake! We always notice an increase in orders for Wham Cook bakeware and cookware around this time of year. Plus of course, now’s the time to think about baking Christmas cakes to give them plenty of time to mature, ready to be sliced into, come December.

“Retailers who stock our bakeware and cookware are ready for the pre-Christmas baking season. We’ve had some very big orders for cake tins going out recently, both square and round tins and in a variety of sizes.”

What More UK, the leading UK manufacturer of plastic housewares under the well-established Wham brand, diversified into bakeware in 2014. Today the business produces a range of Wham Cook non-stick and vitreous enamel bakeware at its purpose-built manufacturing facility in Altham, close to Burnley in Lancashire.

What More UK’s recent range additions have included a number of bakeware sets in attractive full colour gift box packaging.

What More UK’s director Tony Grimshaw OBE said: “Our bakeware ranges have proved to be popular with our existing retail customers, and we have already attracted some new ones too. The addition of the internationally established and award-winning PushPan brand has further expanded our customer base. 100% leak-proof, the PushPan loose-bottomed bakeware has added a unique patented innovation to our bakeware offer.” As well as its own Wham Cook branded products, What More UK is now manufacturing bakeware for retailers' own-brand ranges and continually developing and refining its product lines. A complementary range of Wham Cook utensils and kitchen gadgets is also available.