Cake and biscuit manufacturers are embracing impulse products, shrinking the size of their products, particularly savoury ones, to make them rivals to crisps and confectionery.

The potential for growth is huge, with the adult population only spending an average of £2 per head on cakes for immediate consumption each year, compared with £50 per head on confectionery.

For more details see the Focus on Cakes and Biscuits in next week’s issue of The Grocer