PopKakery
Launched: September 2011
These brightly-decorated balls of cake made their debut at the Speciality & Fine Food Fair this year. PopKakery co-founder Melissa Damjanovic developed the idea in America before importing it to the UK. The cakes are available wholesale to retailers and through Harrods and online (rsp: £2 for one cake or £18 for eight). Flavours include mocha and vanilla and themed decorations range from weddings to Jewish holidays.

Mcvitie's Quirks (United Biscuits)
Launched: July 2011
Aimed at younger customers looking for an everyday treat, Quirks crunchy on the outside, with a smooth chocolate filling come in three variants: chocolate, double chocolate and chocolate & hazelnut (rsp: £1.53 for 175g). Owner United Biscuits is backing the range with a £3m campaign that includes TV, cinema, digital and in-store support.

Mr Kipling's cake slices (Premier Foods)
Launched: may 2011
Mr Kipling's first foray into fresh cakes, these slices contain frangipane fillings in three variants: apricot & almond, raspberry & almond and apple & blackberry (rsp: £1.99). They will be exclusively available in Asda until December. "We intend to bring out lots more products in this area," said Premier's brand director of cake Michelle Wilde.

Halloween mini Oreos (Kraft)
Launched: September 2011
This limited edition of Kraft's Mini Oreos which are filled with an orange-coloured vanilla cream and have an rsp of £1.59 for six 25g packs hit shelves last month. "Offering a good range of favourites in seasonal packaging can really help get customers excited about the big night," says Susan Nash, Kraft Foods UK trade communications manager.

Focus On Cakes & Biscuits

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