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Brand Refresh Of SuperGood! By Derek&Eric Celebrates Baking and Creativity

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Baking at home for friends and family is traditionally done out of love for friends, family, and snack-obsessed coworkers. Of course, it’s a multisensory experience in the kitchen. We see ingredients blending in the waves created by stirring, whipping, and whirring; the aromas are a given. And as every home chef knows, you must taste as you go along.

Baking is also about creativity. Sure, kitchen math and science are involved, but everyone has a personal twist and take on cookies or cakes. Even when starting from a box—which is totally acceptable—home chefs can experiment and improvise by adding different spices and aromatics, fruits, chips, or nuts. Regardless, there are few rules when it comes to creating something delicious.

Editorial photograph

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