Jo Fraser, Commercial Controller for the Finsbury Food Group explains how they hope to tap into this area for them: "Our brand is incredibly powerful – it's viewed by consumers as a great driver towards the cake fixture. They already buy Thornton's chocolate and Thornton's cakes and would be happy to buy a Thornton's branded cake in a way that they wouldn't be with other less exclusive brands.

"All our consumer insight work shows that if people are going to treat themselves to chocolate or cakes then they want to do it properly. Thornton's brand is currently viewed as much more special than the mainstream confectionery or retailer brands and the new cake variants will reinforce that 'specialness'."

The four new variants will join Thornton's existing range of eight cakes and launch from April 2008.

 

The Thornton's cake range is 'best in class' in the premium category with £11 million sales annually and growing.

 

Overall the bakery sector grew at nearly nine per cent in 2007 on a value basis – ahead of overall grocery, biscuits and even confectionery.

Thornton's new cakes are:

Toffee and Chocolate Marbled Cake at an rsp of £1.99
Top choice amongst consumers this cake was rated as an ideal accompaniment to tea and coffee, and a perfect choice for sharing a slice of cake with friends

Mini Chocolate Fudge Brownies at an rsp of £1.69 for 12 brownies
Perfect for keeping the spirits up during a long day at the office – but so yummy that some consumers weren't even sure they'd make it back from the shops with any left to share with colleagues

Mini Chocolate and Orange Cakes at an rsp of £1.99 for 12 cakes
Described as a 'perfect little mouthful' and 'Jaffa Cakes x 1,000' these mini cakes were described as so good looking they could almost be chocolates, and would make a great gift to take round to a friend's house.

Mini Toffee Cupcakes at an rsp of £1.99 for 9 cakes
The sweetest of the bunch the cupcakes were said to be great for sharing, quite small so guilt alleviating, and good for kids as well as adults.