Bettys & Taylors of Harrogate is relaunching its Yorkshire Tea Cakes portfolio in smaller sizes and revamped packaging to appeal to its core elderly consumers.

The updated range, which is rolling out now, comes in 25% smaller packs. The rsp has been reduced from £1.99 to £1.49 to reflect the changes. At the same time, a transparent window has been introduced to packaging so consumers can see the cake.

The changes would make the three-strong range more appealing to the elderly couples who were its main consumers, said brand manager Karen Shieff. "Reducing the size not only means less wastage, but also, with the lower price point, makes it more accessible. Our previous range was fairly big for our target consumers."

Year-on-year volume sales of Yorkshire Tea Cakes were up 30% thanks to substantial investment in a new bakery a year ago, the company said.