Whitworths is straying further outside its familiar territory of dried fruit with the launch of its first baked product, a four-pack of Eccles cakes. The new arrivals continue Whitworths' drive to diversify its expertise into other food categories. "We are striving to broaden the appeal of the brand," said David Smith, head of marketing. "We are also developing new channel opportunities within the baking, cooking and snacking sectors." Such diversification has seen the company bring out Wow fruit and nut mix, FX energy bars and children's dried fruit snacks Funky Fruits and Sunny Raisins within the last year. Advertising breaks in women's magazines next month and will back the new cakes, which are made to a traditional recipe under licence by Bradford-based Harden Fine Foods. PoS material is also available. {{MARKETING }}