Christmas Baking at the Delicatessen: Wholesale Baking Ingredients

As soon as the first gingerbread cookies appear in supermarkets, your customers start looking forward to baking their own biscuits. By mid-November at the latest, recipes are being pulled out, shopping lists written, and cookie cutters taken out of the cellar. Your customers buy flour and butter at the supermarket. What makes their biscuits special, they look for in the specialty store: real vanilla, fine extracts, good chocolate and a filling that doesn't taste ordinary.

This is exactly your opportunity for the Advent season. A well-stocked baking aisle is a repeat-purchase topic, because anyone who has baked with real Bourbon vanilla once will come back for the next round. We show you which products from Nielsen-Massey, Everly Grace, Easton Reed and Stonewall Kitchen you can use to build your Christmas baking aisle now.

For many people, baking is more than a household chore during Advent. It is a little break from everyday life, an afternoon with children or friends, the scent of cinnamon and vanilla in the kitchen. You can tap into this positive mood in the store: A baking aisle with a small recipe card, a tasting or a decorated plate of biscuits will immediately whet the appetite.

On top of that, there is a practical advantage: baking ingredients are bought in several rounds. Anyone who starts with vanilla kipferl in early November will need a refill in mid-December for the second biscuit tin. And many baking ingredients are suitable as gifts for hobby bakers who already have everything.

No vanilla, no vanilla kipferl, no Spritzgebäck and no butter biscuits. The Nielsen-Massey Madagascar Bourbon Vanilla Extract (60 ml) is the ideal entry into the aisle: The traditional brand has stood for the best vanilla products since 1907, and the small bottle (8 oz) is an entry point that customers like to access. For frequent bakers, there is the 118-ml bottle.

The vanilla becomes even more visible with the Nielsen-Massey Vanilla Bean Paste (60 ml). It contains real vanilla seeds, which can be seen as fine specks in cream, buttercream or biscuit dough, and comes from Fairtrade-certified vanilla beans. If you supply a confectionery shop or café yourself, the large-format paste containers of 530 ml and 944 ml are worth it.

A nice addition for customers who want to bake without alcohol is the Everly Grace Organic Madagascar Bourbon Vanilla Extract without Alcohol (100 ml). It is organic-certified, vegan and has a fine caramel note. By the way, we explain in detail why Madagascar Bourbon vanilla tastes so special in our post The crème de la crème: why Madagascar Bourbon vanilla is so delicious.

Cinnamon stars, cinnamon rolls and baked apples live on the warm cinnamon aroma. The Everly Grace Organic Cinnamon Extract (100 ml) is made from organically grown cinnamon from Sumatra and brings an intense, full-bodied spice. It refines not only baked goods, but also punch, hot chocolate and rice pudding, a good argument in the sales conversation.

For bakeries, cafés and ambitious hobby bakers, Nielsen-Massey also offers the Almond Extract for macarons and marzipan nuts as well as the Peppermint Extract for chocolate-mint biscuits and hot chocolate, each in a 530-ml container.

American chocolate chip cookies are now part of Advent for many customers just like Spekulatius. The Semi Sweet Chocolate Chips from Guittard from San Francisco are the classic for this, the Extra Dark Chocolate Chips the stronger variant. Both come in the 12 oz package.

A real eye-catcher in the aisle are the smoked sugars from Bourbon Barrel Foods from Kentucky. The Bourbon Smoked Vanilla Sugar and the Bourbon Smoked Cinnamon Sugar are smoked over bourbon barrels and give biscuits, baked apples and coffee a warm, caramel depth. For sprinkling on sugar biscuits, they are a little surprise that your customers will talk about for a long time.

Spitzbuben, Linzer biscuits and angel eyes need a good filling. The Orange Cranberry Marmalade from Stonewall Kitchen with tart oranges, orange liqueur and cranberries brings a festive tone to every double biscuit. The Cinnamon Pear Jam with pear and cinnamon fits wonderfully with shortcrust pastry and waffles. Both have a package size of 12 oz. And for those who like it British, tartlets are filled with the Christmas Pudding Curd from Cottage Delight, which combines citrus freshness with warm spices.

From our own brand Easton Reed, we recommend the Organic Cranberry Maple Syrup for the baking corner. Canadian maple syrup from Quebec meets fruity cranberry, ideal as a glaze for cinnamon rolls, for a cranberry-maple topping on a Bundt cake or for drizzling over waffles on Advent Sunday. For those looking for a stronger sweetness, they reach for the Organic Maple Syrup Dark Robust Taste from Easton Reed with caramel and roasted aromas, perfect for pecan biscuits and maple cookies. Both come in the 250-ml glass bottle with a package size of 6.

And for everyone who needs a break between two baking sheets, the All Butter Shortbread from Easton Reed belongs right next to it: baked in small batches in Scotland, with 30% butter, a fine treat for a cup of Christmas Cookies Tea from Everly Grace, which with rooibos, cinnamon, ginger and cloves reminds of freshly baked Christmas cookies.