Robin Hood

November 02, 2009 08:00 ET

Robin Hood® Flour Celebrates 100 Years of Baking Memories

Canadian Baking Favourite Invites Canadians to Bake, Batter and Roll in Honour of its Milestone

TORONTO, ONTARIO--(Marketwire - Nov. 2, 2009) - Calling all baking enthusiasts! To mark a century of Canadian baking traditions, Robin Hood® flour is launching free Bake, Batter and Roll hands-on, pop-up bakeshops in select cities across the country, inviting families to come together to create new baking memories. 

"Robin Hood is a true Canadian story, and Canadians, along with their love of baking, have played an important part in our journey over the past 100 years," said Sarah Palter, Baking Specialist, Smucker Foods of Canada Co. "What better way to celebrate our special occasion, and recognize our consumers for their commitment, than with new and fun ways to share the tradition of baking with their children! Baking has always been more than just creating tasty treats. It's a way for families to connect and create wonderful, lasting memories, and Robin Hood is proud to be part of that family bond."

The Robin Hood innovative Bake, Batter and Roll bakeshops are fun-filled and interactive, allowing kids, parents and grandparents to make wildly imaginative baked goods such as Baby Bird Cupcakes, Bug Collection Cookies, and Caterpillar Cupcakes. In addition to a month-long location in Toronto, mobile Bake, Batter and Roll stations will be visiting shopping centres in western Canada this November, while an online version will allow families to take part in the festivities from the comfort of their own kitchens.

Easily recognized by its iconic emblem, and well-known for its quality and consistent results, Robin Hood has been a part of Canadian heritage and baking traditions since opening its doors in Moose Jaw, Saskatchewan in 1909.

Located in midtown Toronto at 1034 Eglinton Avenue West, the Robin Hood® Bake, Batter and Roll bakeshop is a place of creativity designed to ignite a passion for baking in all who visit. Icing-covered creations decorate the walls and a centrally-located giant pink rolling pin table serves as the main baking hub. All appliances in the bakeshop were generously donated by Frigidaire®. Visitors can choose from six different recipes, and baking assistants are on hand to lead the way. Once the items are taken out of the oven, parents and children decorate them to their liking before taking their baked masterpieces home to enjoy. 

Bake, Batter and Roll will run through the month of November, and hours of operation are from 4:30 p.m. – 8:30 p.m. on weekdays, and 9:00 a.m. – 5:00 p.m. on weekends. Visits are free, by appointment only, and due to an overwhelmingly positive response, the spots for the Bake, Batter and Roll Toronto bakeshop have filled to capacity quicker than expected. Names are still being accepted for the waiting list, however, and consumers can register by visiting

Bake, Batter and Roll will also hit the road to spread some baking goodness. Mini bakeshops, where consumers can decorate pre-made cookies and cupcakes, will be popping up at the West Edmonton Mall on November 7th and 8th, Cross Iron Mills in Calgary on November 14th and 15th, and B.C.'s Richmond Centre on November 21st and 22nd. All visits to the mobile bakeshops are on a first-come, first-served basis.

Those who want in on the action but can't visit a Robin Hood Bake, Batter and Roll location are encouraged to participate virtually at Here, consumers can follow along online with video how-to recipe demonstrations, as well as use an online timer to accurately track the progress of their baked goodies. The site also boasts a Bakery Boutique where parents and children can create and decorate their own baked treats, apply for a baker's certificate, and download decorating tools such as stencils. Visitors to the site can also enter to win A Dream Baker's Kitchen provided by Frigidaire. 

"For the past century, our 'recipe for success' has been our commitment to meeting the changing needs and lifestyles of Canadian families," added Sarah Palter, Baking Specialist, Smucker Foods of Canada Co. "We're thrilled to be celebrating the 100th anniversary of Robin Hood flour, and excited to have consumers share in the celebration with us. We look forward to being a part of their baking traditions for years to come." 

About Robin Hood Flour

Robin Hood flour is made from the finest 100% Canadian wheat and known for providing consistent results, every time. It is the only national brand that offers a full line-up of flour varieties including All Purpose (unbleached, bleached, whole wheat), Cake & Pastry, Best for Bread (whole wheat, white, multigrain) and Best for Blending. In 2006, Robin Hood launched its unique Nutri™ Flour Blend, which was the recipient of the Canadian Grand Prix New Products Award in the same year. A healthier alternative to white flour, the Nutri Flour blend offers the taste of white flour with the goodness of whole wheat.

Robin Hood is the only national flour brand talking to consumers via its dedicated baking website, The site, which currently boasts 80,000 members and is updated regularly, offers over 1,000 recipes and monthly newsletters featuring new recipes and tips. 

In 2007, Robin Hood began a partnership with the Canadian Wheat Board to promote the superior quality of western Canada wheat and the expertise of prairie farmers to consumers right across Canada. Robin Hood is owned, manufactured and distributed by Smucker Foods of Canada Co., a subsidiary of The J.M. Smucker Company. 

About The J. M. Smucker Company

For more than 100 years, The J.M. Smucker Company has been committed to offering consumers quality products that help families create memorable mealtime moments. Today, Smucker is the leading marketer and manufacturer of fruit spreads, retail packaged coffee, peanut butter, shortening and oils, ice cream toppings, sweetened condensed milk, and health and natural foods beverages in North America. Its family of brands includes Smucker's®, Folgers®, Dunkin' Donuts®, Jif®, Crisco®, Pillsbury®, Eagle Brand®, R.W. Knudsen Family®, Hungry Jack®, White Lily® and Martha White® in the United States, along with Robin Hood®, Five Roses®, Carnation®, Europe's Best® and Bick's® in Canada. The Company remains rooted in the Basic Beliefs of Quality, People, Ethics, Growth and Independence established by its founder and namesake more than a century ago. The Company has appeared on FORTUNE Magazine's list of the 100 Best Companies to Work For in the United States 11 times, ranking number one in 2004. For more information about the Company, visit

The J. M. Smucker Company is the owner of all trademarks, except Pillsbury is a trademark of The Pillsbury Company, used under license; Carnation is a trademark of Societe des Produits Nestle S.A., used under license; and Dunkin' Donuts is a registered trademark of DD IP Holder LLC used under license.

All prizing and appliances for Bake, Batter and Roll were generously donated by Frigidaire®,

Contact Information

  • For images, more information or to order B-roll please
    contact: MAVERICK PR
    Kelly Olive
    (416) 640-5525, ext. 230