You don’t have to be a professional baker to bake – instant premixes to the rescue! | Wender Mind Kids

You don't have to be a professional baker to bake - instant premixes to the rescue!

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Baking can be a stress-relieving hobby for some and a full-fledged job for others.

If you’re new to baking or not even a seasoned baker, sometimes baking is more stress on a plate than joy. Instead of buying expensive cakes, you just want to bake a simple, affordable cake for someone’s birthday, and fast, right?

This is where premixes come into play. Why go the long way when you can take the short cut?

Bake with yen

Bake With Yen was established in 1987 and is currently the #1 retail bakery ingredients store in Malaysia. Aiming to make baking easy, affordable and enjoyable for everyone, they also have the widest range of cake premixes readily available in their stores!

The idea behind these premixes is to help you bake better, faster, at the cheapest price available. Even if you don’t know how to bake, you can definitely try one of these premixes and your job will definitely be easier.

This aisle is filled with various premixes from cakes to bread.
(Credit: Melissa Suraya Ismail/TRP)

Of course, some premixes require you to buy wet ingredients like butter, eggs, and milk, but with the dry ingredients, you don’t have to scratch your head to measure out how many teaspoons or grams of sugar and baking powder to add.

Imagine giving too much or too little of this baking soda, aiyoo the cake will be bitter and they will either sink or not have enough volume! With pre-mixes you will definitely have a perfectly balanced taste and texture of the cake (just be careful of your mixing speed and oven temperatures).

A little story on their journey

BWY started in 1987 by an entrepreneur, Yen Khong Moi or known as Madam Yen, as a simple business selling baking ingredients in Taman Tun Dr. Ismail and also Chow Kit delivered. As the business grew from strength to strength over the years, the family run business has expanded to around 15 stores across the Peninsula and also in Sabah.

This attracted investment from a company called Creador, a Malaysia-based private equity fund, and they acquired a stake in BWY Group in 2017 for about RM57 million. Aiming to further increase BWY, they have successfully expanded the company currently up to around 90 branches, all in Malaysia.

Current key baking trend

In addition to current baking trends such as plant-based nutrition and sugar-reduced trends, there is also a search for cheaper and simpler baking methods.

CONTINUE READING: 4 food trends in 2022 that you should know about

During the pandemic, BWY has seen a surge in the baking scene, with people becoming more interested in working with their hobbies. Lockdowns have spawned many budding bakers who are also opting for cheaper ingredients as most people are struggling financially.

They then turn to BWY to buy ingredients for their newfound hobbies. BWY found that their sales have been doing reasonably well during the pandemic, concluding that people are becoming more dependent on affordable and simple ingredients.

What kind of premixes do they have?

Their best selling premixes are of course the base flavors like chocolate cake, vanilla cake and also pineapple tarts.

Some of their cake mix flavors include butter cake, marble cake, fruit cake, red velvet, moist, lava and sponge cake, bahulu cake and more.

Double Chocolate Cookies Mix (left) and Nasi Lemak Crunchy Cookies Mix (right).
(Credit: Melissa Suraya Ismail/TRP)

For cookies, they have quite a variety including gingerbread, double chocolate chips, red velvet, walnut chocolate chips, gluten free cookies, whole wheat snow cookies, sourdough scones and so on.

In addition, they also have a selection of breads, such as focaccia bread, grissini, chocolate bread, foldover pau, potato buns, sweet buns, honestly the list goes on.

They also experiment and invent new premix flavors from time to time. Last Eid they launched their Nasi Lemak Cookies which have a bit of your spicy sambal flavor. Can you believe they have a recipe for curry laksa biscuits too? How Malaysian can you get?

Pineapple tart mix (left) and charcoal bun mix (right).
(Credit: Melissa Suraya Ismail/TRP)

For the upcoming Mid-Autumn Festival or Mooncake Festival, they plan to develop a mooncake premix that customers can celebrate with their loved ones.

One of the ways they can innovate is by getting constant reviews from their numerous customers. As a large retail company for baked goods, BWY focuses on specific target groups and receives their valuable input on their products.

“If some of them suggest ideas for new flavors, we will go into research and development and contact our chefs to create the desired recipes. In some cases, if some of them don’t like the premix, we can also discontinue it after thorough discussion,” Alex Rosso, BWY’s Franco-Italian Group CEO, told TRP.

Alexandre Russo (left) and Chef Jet (right).
(Credit: Melissa Suraya Ismail/TRP)

They help in other ways too

Besides the premixes that help both beginners and pros alike, BWY also offers another alternative to help its customers.

They conducted surveys and found that they serve three types of segments. The professional bakers (commercial businesses), the part-time bakers (home bakers or people who have a part-time job alongside their main job) and the hobby bakers (people who occasionally bake with children at weekends or at celebrations).

What sets us apart from other bakery ingredient retail stores is that we serve all types of customers. We offer the best prices, a wide choice, comfort and numerous services.

Alexandre Russo, Group CEO of BWY, on TRP

As a major bakery retail product, BWY offers its customers a wide range of choices by offering both local and imported goods. They also produce their own brands such as Ausicows and Butterich (butter), Cottura (chocolate and cheese) and Good Earth (seeds and nuts) to offer consumers a more trusted, halal and affordable brand.

Cortura cheese (left), Good Earth nuts and seeds (middle), and Ausicows butter (right).
(Credit: Melissa Suraya Ismail/TRP)

BWY also controls its prices, especially the fast-moving items like butter, powdered sugar, chocolate, yeast and others. For these types of ingredients, they can help B2B customers by including them in the everyday low price sections. For B2C customers, BWY helps them by offering discounts when they buy stock in bulk.

With 90 stores across Malaysia and counting, this is their way of bringing convenience to Malaysians. For the service they offer, among other things, online shopping, recipes, baking courses and demonstrations for customers.

They also offer baking classes

Her baking classes are offered at select retail locations to share the latest recipes and baking techniques with customers. As new recipes come out, BWY chefs conduct demonstrations in their studio bakery above the TTDI supermarket and make them available to customers in the form of video tutorials on their social media pages.

In their studio bakery above the TTDI supermarket, they shoot their new recipe tutorials and give baking classes.
(Credit: Melissa Suraya Ismail/TRP)

For details on their baking classes, keep an eye out for announcements on their main social media page and websites.

The super stores

So far they have two superstores in TTDI and also Taman Megah. Their superstore offers a lot more products than the regular outlets and is bigger to give their customers a better shopping experience.

(Credit: Melissa Suraya Ismail/TRP)

They hope to expand more BWY stores into Superstores and add new outlets in unknown locations so they can be closer to their customers.

If you’re in the area, check out their superstores and grab some unique premixes while you’re at it. The nasi lemak cookie mix just piqued your curiosity, didn’t it?

Bake with Yen Superstore @ TTDI

Address: No.50-G(GF), 52-G(GF), 52-A(1st FLOOR) & 54-G(GF, Lorong Rahim Kajai 14, Taman Tun Dr. Ismail, 60000 Kuala Lumpur

operating hours: 9 a.m. – 8 p.m

Bake with Yen Superstore @ Taman Megah

Address: 57, Jalan SS 24/8, Taman Megah, 47301 Petaling Jaya, Selangor

operating hours: 8 a.m. – 8 p.m

website / Facebook


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