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Brief Published: 27 Jan 2015

South Africa’s Frozen Pastry Store


Aiming to make home baking more convenient, innovative South African bakery chain Deeghuys, headquartered in Cape Town, retails a selection of pre-prepared and frozen dough-based products.

The brand's culinary repertoire includes frozen tart and pizza bases, muffin and cupcake batters, cookie dough and ready-to-decorate sponge cakes, as well as a diverse selection of focaccias, croissants, ciabattas, garlic breads and Chelsea buns. Tapping into the free-from movement, a selection of gluten-free edibles is also available.

Products are arranged in attractively branded freezers and presented in resealable plastic bags, enabling customers to use only what they need, and keep the remainder frozen for another occasion. Muffin and cupcake batters come in triangular plastic bags that can double up as piping vessels for icing.

The concept speaks to today's time-poor, fast-moving premium consumer, who desires both quality and convenience. In this instance, home baking is made possible while reducing preparation time – shoppers are simply instructed to thaw, defrost and bake.

For those seeking a more participatory experience, some product lines can be customised to taste. The frozen tart bases, for example, can be filled with lemon meringue, caramel or apple fillings (also retailed on-site).

For more on how the frozen-food sector is being upgraded to suit the needs of contemporary, food-savvy consumers, see Fresh Approach to Frozen. For more on grocery models that marry quality and convenience, see Evolution of the Supermarket and Click-&-Collect Ready Meals.