The company’s top-selling Mr Kipling brand will lead the assault with debuts for Easter Bakewells, Orange & Lemon Mini Battenbergs, Lemon Mini Classics and Funny Bunny Fancies. Cadbury Mini Egg Nests and Mini Egg Gateau also feature in the rollout to stores from March 8, as do Fry’s Turkish Delight Cake Bars and Lyons Jumbo Easter Roll.
Manor Bakeries is aiming to build on its claimed 71% share of the £7.5m Easter cakes market which, according to the company’s convenience channel manager, Catherine Johnson, is growing 10.9% annually.
However, she said consumer penetration lagged Christmas cakes and the general cake market, with only one in 10 consumers buying into the category at Easter. She added: “Easter is a key time for driving impulse purchases and incremental sales.”