Traditional baking is at risk of becoming a thing of the past, with 74 per cent of Brits concerned that cherished family recipes could be lost, according to new consumer research commissioned by canned fruit brand Del Monte.
Baking has always been a cornerstone of British family life, with 41 per cent of survey respondents fondly recalling memories of baking alongside their nan or grandad. However, almost half of today’s grandparents (46 per cent) no longer bake and share recipes with their grandkids, leading to concerns that traditional recipes may fade into obscurity.
With 87 per cent of people wanting to bake more often, the love for baking is still strong. In fact, 62 per cent of households say they're baking less to save money due to the ongoing cost-of-living crisis, while 51 per cent cite a lack of time as a major barrier.
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To help protect these precious baking traditions, Del Monte is partnering with Fern Britton to revive its "Man from Del Monte" campaign, but with a fresh twist – the search for the first-ever "Nans from Del Monte" as part of their Grandparents’ Day (October 6) campaign. These grandmothers will not only share their favourite recipes but will also give their seal of approval to Del Monte’s creations, just like the "Man from Del Monte" did in the 1980s.
“I’m thrilled to be partnering with Del Monte on this campaign to celebrate and preserve the importance of family recipes," said Fern Britton. "These dishes are a special part of our heritage, and they hold so many memories. In my family, recipes like pineapple upside-down cake, apple pie and the classic Victoria sponge have been passed down for generations, and I still make them all the time. It means the world to me that I’ve been able to share these with my children, and I look forward to passing them on to my grandchildren. Baking together is such a beautiful way to create lasting memories”
Thierry Montange, Marketing Director, Europe and Africa at Del Monte, comments: “We’re on a mission to reignite the passion for traditional baking and ensure that cherished family recipes are preserved for future generations. Grandparents have played a pivotal role in shaping our baking culture, with many of us holding fond memories of baking alongside them. Yet, modern challenges like busy lifestyles and rising costs are putting these traditions at risk.
“Our Grandparents’ Day campaign and the search for the “Nans from Del Monte” is all about celebrating these invaluable family connections and encouraging everyone to revive their baking heritage. Let’s unite to keep these beloved recipes alive and ensure the joy of baking continues to be passed down through generations.”
A vast majority (70 per cent) believe it’s important to preserve traditional baking recipes within their families. Among the most treasured are the Victoria sponge, which 25 per cent of people hope to pass down through generations, and the apple crumble (21 per cent).
By honouring the central role grandparents play in Britain’s culinary history, Del Monte®s campaign aims to inspire the next generation to roll up their sleeves, dust off old recipes, and keep baking traditions alive for years to come.
Members of the public can nominate themselves or someone they know to be a Nan of Del Monte by visiting freshdelmontefun.com/nan-from-del-monte and entering their details, alongside a cherished recipe. After the competition closes on 30 October, five nans will be shortlisted.
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