Mr Kipling’s Christmas range includes Winter Whirls in a new winter spiced variant and deep-filled mince pies in a new pack design. Other lines with refreshed packaging include Frosty Fancies and Festive Bakewells.

In the Cadbury range there is a new Snow Star Gateau, which builds on the success of the individual Snow Star cakes. And milk choc mini rolls have new festive packaging featuring elves.

According to IRI convenience data, the packaged cake category is worth £124.4m, with more than a third of sales delivered in the 12 weeks leading up to Christmas.

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