Nominate Your Nan Now: Help Save Family Baking Traditions with Del Monte’s ‘Nans from Del Monte’ Campaign
Baking has always been at the heart of family life in Britain, from the scent of freshly baked cakes wafting through our childhood kitchens to the joy of sneaking a taste of a raw cookie dough. But in a time when the cost of living is rising, and life is busier than ever, a recent study commissioned by Del Monte® reveals a troubling trend: traditional family recipes could soon be lost.
In fact, a whopping 74% of Brits are concerned that these baking traditions, passed down from generation to generation, are in danger of crumbling away. That’s why Del Monte®, in partnership with beloved TV presenter Fern Britton, has launched a campaign ahead of National Baking Week to help keep those recipes alive by finding the first-ever ‘Nans from Del Monte.’
Why Are We Baking Less?
The study revealed that 62% of households are baking less, with financial pressures being a major factor. In the face of rising costs, families are cutting back on the ingredients and time spent in the kitchen. It’s not just about money though—51% of people said that lack of time also keeps them from baking. However, despite these barriers, the love for baking hasn’t disappeared. An overwhelming 87% of people still say they’d love to bake more often, particularly if it meant preserving their family’s cherished recipes.
Grandparents: The Heart of Our Baking Traditions
Grandparents have long been the backbone of Britain’s baking culture. 39% of people say that their biggest baking influence comes from their grandparents, with 41% recalling their fondest memories baking together. Yet, the same research shows a worrying decline—46% of today’s grandparents no longer bake or pass down recipes to their grandchildren.
With iconic figures like Mary Berry and Prue Leith representing the nation’s deep love for baking, we’re reminded how central these family figures have always been. Fern Britton, who grew up baking classics like Victoria sponge and apple pie, reflects: “In my family, recipes like pineapple upside-down cake and apple pie have been passed down for generations. Baking together creates such beautiful, lasting memories.”
The ‘Nans from Del Monte’ Campaign
To celebrate and preserve these baking traditions, Del Monte® is reviving its famous ‘Man from Del Monte’ campaign—with a fresh twist. This time, the spotlight is on grandmothers across the UK. The ‘Nans from Del Monte’ will be chosen to inspire families and keep traditional recipes alive, just as the ‘Man from Del Monte’ once approved the brand’s famous canned fruit.
Thierry Montange, Marketing Director at Del Monte®, says the campaign is about reigniting the passion for baking and the joy of handing down family recipes: “We’re on a mission to revive these treasured traditions and celebrate the invaluable role that grandparents play in shaping Britain’s baking culture.”
Nominate Your Nan – or Yourself!
Know a nan whose baking is simply unbeatable? Or perhaps you are a proud grandmother with a cherished family recipe? Del Monte® wants to hear from you! The search for the ‘Nans from Del Monte’ is now on, and you can submit your nomination by visiting freshdelmontefun.com/nan-from-del-monte. Share your story and recipe to be in with a chance of being selected as one of the five finalists.
Whether it’s a Victoria sponge, a zesty lemon drizzle cake, or the unbeatable apple crumble (which was voted the nation’s favourite classic bake), your family’s recipe could be the one that inspires the next generation of bakers.
Let’s make sure that Britain’s love for home baking, and all the warmth and nostalgia that comes with it, continues to thrive. National Baking Week is the perfect time to dust off those recipe books, roll up your sleeves, and bake something that will remind us all why these traditions matter.
For more information on how to nominate and keep family recipes alive, visit freshdelmontefun.com/nan-from-del-monte. The competition closes on 30th October.
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