The ecommerce solution – created to help both adults and kids alike to feel confident in conjuring up culinary treats at home – was created in the UK during the first lockdown of 2020 when ingredients were scarce.
Love Baking was founded by brothers and industry veterans Greg and Mark Wixted, who stress it is not a subscription service. Customers simply buy what they want, when they want, be it a basic bread or fancy focaccia, everyday biscuits or macarons. It even specialises in dedicated kids’ boxes.
The duo said the business has gone from strength to strength, selling over 15,000 since foundation and subsequently expanding to Ireland and selling to the wholesale channel in the US. It is now spreading its wings to Australia.
Based on the UK model, Australia Loves Baking makes baking easy with a recipe card and QR code for a ‘how to’ video for a myriad of seasonal, classic and theme recipes.
Dry and ambient ingredients are locally sourced for their premiumisation – including those hard-to-source such as indigenous spices and freeze-dried fruits.
The company's site claims to spend time in sourcing these, from the cinnamon myrtle for its Gingerbread Baking Box to the lemon myrtle and finger limes to create its Citrus Drizzle Cake.
The ingredients also come already weighed and measured, eliminating hassle, mess and waste. The only ingredient the baker needs to add is eggs. Aside from the ingredients, the boxes also include everything the baker needs to create the bake, like piping bags, silicone moulds, cake boards and greaseproof paper.
“We are really excited to be launching Australia Loves Baking,” said Mark Wixted.
“Where possible our ingredients are locally sourced, and we are using some indigenous spices in the recipes."
Giving back
“We hope that we can not only help people in the kitchen to create delicious treats for Christmas and more baked goods into the future, but also help the community with ongoing donations. One thing I hope we have all learned from the past two years is that is it is important to give back.”
As such, Australia Loves Baking is donating AU$2 for each box sold to Beyond Blue, an Australian mental health and wellbeing support organisation. It has also pledged 10% of its profits given out yearly as grants to schools and charities that will help disadvantaged children learn to bake for themselves.
In addition, it has implemented the Mindful Box Initiative, where customers can nominate people who deserve a baking box for going above and beyond. For every 10 boxes of Australia Loves Baking sold, one nominee will be sent a Mindful Baking Box to “have something therapeutic and relaxing to do while enjoying tasty treats.”
The Australia Loves Baking launch is packed with yuletide bakes, available for delivery across the country, including:
- Biscuits Baking Box: Chocolate Dipped Shortbreads with free Santa chef hat, $39
- Single Brownie Baking Box: Triple Chocolate Brownies, $39
- Bread Baking Box: Four Bake Festive Bread Selection, $45
- Macaron Baking Box: Festive Flavours Collection, $55
- Classic Cakes Baking Box: Lemon Drizzle & Caramel Chocolate Kuglehunf, $57
- Double Brownie Baking Box: Triple Chocolate Brownies, $69
There’s undoubtedly a treat or two among that lot that will tempt the budding baker in kids.