Aug 1st, 2016
5 mins


Dawn Foods NASBW logoIt’s been a successful third year for Dawn Foods’ National American Sweet Bakery Week with lots of UK bakers pulling out all the stops to get involved.

To mark the week which took place from 1 – 7 July, Dawn developed new recipe ideas to add a touch of the USA to baking, and to bakers who registered online, they sent out POS packs including themed flags, bunting and balloons and also a toolkit with prizes for running in-store competitions.

Dawn encouraged bakers to get involved by baking American-style goodies, sharing pictures via social media and decorating their outlets in an American theme.

Warings Bakery, The London Bread and Cake Company and Peter’s Homemade Bakery were just some of the high street bakeries that registered and got involved with the initiative, which marks a great sales opportunity for bakers to theme their retail bakeries and drive sales with American style products.

Warings Bakery has stated plans to extend its American sweet bakery specials throughout the month of July following National American Sweet Bakery Week, due to an increase in consumer demand for them.

Dawn’s inspired recipes created specifically for the week included USA Brownies, All American Heart Cakes, M & M Cake Slices and Stars & Stripes Waffles for an authentic taste of America.

Bakers were encouraged to join in the conversations online by following @DawnFoodsUK on Twitter using the hashtag #NASBW16 and liking the Dawn Foods UK Facebook page.

Jacqui Passmore, Marketing Manager UK and Ireland for Dawn Foods, says:

“We have received really positive feedback from UK bakers this year and the online conversations and interaction has been brilliant. Bakers have reported an increase in sales and a heightened response on their social media accounts due to shared pictures and use of the hashtag, many have already said that they will be joining in again next year.

“After another successful year we are hoping to grow National American Sweet Bakery Week for 2017 and are confident that we will see many more bakeries taking part.”

All American-style recipes can be found at

This page is updated with new downloadable recipes every month to help bakers create mouth-watering offerings and has hundreds of ideas from Rocky Road Brownie Extreme to Gingerbread Loaf Cake.

National American Sweet Bakery Week will be back next year from the 1 – 7 July 2017!

Be sure to keep in touch with Dawn for all the latest National American Sweet Bakery Week news. Subscribe to the Dawn newsletter and check our social media channels for future announcements.

To subscribe to the Dawn newsletter, visit:

For full details on National American Sweet Bakery Week visit:

For general information go to or call 01386 760843 or email


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