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Industry News

Published on February 19th, 2020 | by The GC Team


AEG partners with London bakery

AEG has been named as official appliance partner for established and highly regarded bakery Bread Ahead.

Marking the start of the partnership, AEG has worked with Bread Ahead on the opening of its new Wembley site – the bakery’s largest opening since 2013.

 The appliance maker has sponsored Bread Ahead Wembley’s state-of-the-art bakery school, supplying a suite of high-end appliances for use in the education facility. The bakery school has been fitted with products including the AEG Induction hob and SteamBoost oven featuring specialist ‘PlusSteam’ technology which adds steam at the beginning of the baking process to keep doughs moist on the surface, whilst achieving a golden colour and tasty crust.

 Chris George, UK Head of Marketing at Electrolux, said: “At AEG, we pride ourselves in producing appliances with innovative technologies that can help customers achieve their best cooking or baking experience in the kitchen. We are delighted to be the official appliance partner to Bread Ahead Bakery. The Wembley opening and installation of our appliances at the Borough and Chelsea sites mark the first step in a long-term partnership with the brand.”

Matthew Jones, Founder of Bread Ahead Bakery, added: “The opening of Bread Ahead Wembley has been a two-year journey from start to finish, and we are thrilled to be working with AEG as our official appliance partner. The philosophy behind what we do as a company is to create delicious and nutritious food and to share our knowledge on what we do (and how we achieve it!) in a creative space. Through our partnership with AEG, we hope to show our customers how best-in-class results can be achieved using the brand’s super smart appliances.”

 The partnership between AEG and Bread Ahead Bakery will encompass a series of press and influencer events, in addition to consumer competitions and activations that will offer winners the opportunity to immerse themselves in exclusive AEG x Bread Ahead baking classes across London.

 The first consumer experience will be taking place on April 21st, offering baking enthusiasts the opportunity to be among the first to get hands-on with the new AEG appliances in an introduction to sourdough, grissini and pizza.

 To be in with a chance to win a space on the first course taking place at Bread Ahead Borough, customers can enter the competition on AEG and Bread Ahead Bakery’s Instagram pages.

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