Abstract
The ambient cake market has managed a strong level of growth since 2001, with value rising ahead of volumes in many sectors, driven by developmens in premum and added value lines.
The ongoing development of the eating on the go and snacking market has been an important context, offering the opportunity to address an evolving market.
Suppliers have also been proactive with a substantial level of new product development and promotional activity.
However consumers are continually being urged to cut back on treat foods such as cakes.
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