Kate’s Cakes has secured its first supermarket listing, with Tesco.

The brand’s new Cake Squares roll into 300 of the retailer’s stores this week in two flavours – Chocolate Fudge and Lemon Drizzle (rsp: £1.99/five individually wrapped portions).

Aimed at women looking for an “indulgent treat”, the homemade-style cakes would fill a gap for premium small cakes in mainstream retail, said product manager Stacey Moore. Small cake sales grew 4.3% year-on-year [Kantar Worldpanel 52 w/e to 14 September 2014] but there was a “real opportunity” to grow the market further, added Moore.