Manor Bakeries is increasing the presence of its Mr Kipling and Cadbury Cakes brands in the impulse snacking cake category with the launch of a range of muffins, flapjacks and brownies.

The eat-now cake market is worth £142m and is showing growth of 29.9 per cent year on year, although the forecourt sector is currently performing behind the total market with 7.6 per cent growth.

The new Cadbury Cakes range comprises Cadbury Muffin, Caramel Muffin, Fruit & Nut Flapjack, Chocolate Flapjack, and a Brownie. The Mr Kipling range includes a Cherry Bakewell Muffin, Fruit Flapjack and Butter Flapjack.

Flapjacks currently make up 38.1 per cent of the eat-now cake market, and are up 76 per cent on last year. Muffins are worth 28.5 per cent and also growing at a healthy 24 per cent year on year.

Catherine Johnson, Manor Bakeries’ convenience channel manager, said: “We’re setting out to deliver greater brand awareness in sweet treats and eat now.”

The new cakes should be sited away from the main cake fixture to drive impulse sales, claims the company. Rrps range from 69p to 89p.

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