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CAKES
the company’s progression into grab and shops and tea houses, as well as ‘icing on
go treats. “Office suits and families with the cake’ type clients including Lords, the
kids make up a significant proportion of Glyndebourne Opera House and Blenheim
our most loyal customers who are forever Palace. At present, they employ 110 staff
requesting a cake to take away in a bag,” and makes over 40 different cakes. In
says Daron Goldfinch. 2003, it was sold by the Perry family to
“We’ve known for many years now that fellow cake connoisseurs Parry Hughes-
Handmade Cakes work and I’m honestly Morgan, Michael Wheeler and Simon Law,
excited knowing how well a number of who have since helped the Berkshire-
their current recipes will translate into based concern to enjoy double-digit
handheld offerings. growth every year since. The Handmade
“In the longer-term, I’d love the Cake Company now exports to Norway,
thought of some mixed selection packs, Sweden, Denmark, Germany, Netherlands,
that could provide my customers with the France, Ireland and Spain
perfect excuse to enjoy some much (www.handmadecake.co.uk).
needed ‘me-time’ or an informal cake Although insistent that it will never
break with friends or work colleagues.” deviate from its approachable, small
The Handmade Cake Company’s company ethos, the Handmade Cake
current client base includes well-known Company says that it is only too aware
been a little more modest than most in its
high street names, independent coffee that from a marketing perspective it has
approach so far. “Expect us to raise the
bar with our marketing communications
over the coming months,” says Simon
Brakes (www.brake.co.uk) has added Big Carrot Law, “because besides having a great
Cake to its range – a pre-cut, three layer carrot story to tell, we want to reassure our loyal
cake, filled and coated with cream cheese frosting consumers that our continued progress
and topped with glazed carrot pieces and edge will never lead to a relaxing of our original
coated with roasted hazelnuts. principles.”
Cakes for all
"The eating on the go and snacking
markets continue to be the fasting
growing in the cake sector within our
customer base," observes Frank Bird,
European account manager at Kate's
Cakes. "However, demand continues to
remain strong for the whole display cakes,
particularly within the coffee shops, which
offer an eat-in experience for those who
take the time out to enjoy a slice of cake.
In terms of general market trends,
traditional flavours continue to top
customers' lists of favourites, with carrot,
chocolate and lemon hitting the top three.
Seasonal products are also warmly
welcomed and phased accordingly.
"One particularly strong current
market trend we have noticed is for 'free-
from' products. Our latest launches at
Kate's Cakes include three cereal bars
that fit within our new You Can! Range - a
selection of dairy, gluten, wheat free and
low fat cakes developed for people with
food intolerances or allergies. According
20 AUGUST 2008 CAFÉ CULTURE
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