Save our Scones! New campaign aims to rescue classic British recipes

Mums Tips

Feeding the Family

Published on Friday, 04 October 2024 13:11

Last Updated on 04 October 2024

Monica Costa

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Traditional British baking, once the heart of family life, is at risk of becoming a lost art. According to a recent survey commissioned by Del Monte®, a staggering 74% of Brits are worried that treasured classic British recipes recipes could disappear for good. With baking playing such a significant role in creating fond family memories — 41% of respondents recall baking with their grandparents — it’s alarming that nearly half of today’s grandparents (46%) no longer pass these recipes down to their grandchildren.

The reasons for this decline are multifaceted. The ongoing cost-of-living crisis has seen 62% of households cutting back on baking to save money, while 51% cite a lack of time as a major barrier. Despite these challenges, the love for baking remains strong. A resounding 87% of respondents expressed a desire to bake more often, particularly as baking has long been a way to bond, share, and create lasting memories within families.

In response to these concerns, Del Monte® has partnered with television presenter and author Fern Britton to launch an exciting new campaign tied to Grandparents’ Day (6th October). A twist on the brand’s iconic ‘Man from Del Monte’ adverts from the 1980s, the campaign features a nationwide search for the first-ever “Nans from Del Monte.” These grandmothers will not only share their treasured recipes but also bestow their stamp of approval, just like the famous ‘Man from Del Monte’ once did.

Fern Britton, who grew up baking family favourites like Victoria sponge and apple pie, is passionate about preserving these culinary traditions. “In my family, baking together has always been a way to create memories,” Britton says. “Passing down recipes like pineapple upside-down cake and Victoria sponge from generation to generation means those moments live on, even after the cake is long gone.”

The importance of these traditions is reflected in the survey findings, where 70% of respondents stressed the value of preserving family recipes for future generations. Amongst the most cherished recipes people hope to pass down are the classic Victoria sponge (25%) and apple crumble (21%).

However, it’s not just about the food. Baking with family brings people together, creating shared experiences that go beyond the kitchen. Thierry Montange, Marketing Director for Europe and Africa at Del Monte®, highlights the deeper meaning behind the campaign: “We’re on a mission to reignite Britain’s passion for traditional baking, but it’s about more than just recipes. It’s about preserving the invaluable family connections that baking fosters. In today’s fast-paced world, these simple traditions offer a way to slow down, bond, and create lasting memories.”

As part of the campaign, Del Monte® invites members of the public to nominate their grandmother or a deserving “nan” by visiting freshdelmontefun.com/nan-from-del-monte. Entrants are encouraged to share a favourite family recipe that holds sentimental value, with five nans set to be shortlisted after the competition closes on 30th October.

This celebration of family baking aims to ensure that the joy and traditions tied to these classic recipes are passed down through generations, helping today’s children — and future generations — experience the magic of baking with their grandparents.

Del Monte® hopes that this campaign will inspire families to get back in the kitchen, bake together, and keep their cherished traditions and classic British recipes alive. After all, it’s not just about the recipes — it’s about the stories and the shared moments that make them truly special.

To enter the competition or learn more, visit freshdelmontefun.com/nan-from-del-monte.