A mini bite out of the market

New product development controller Susan Arkley feels that there is plenty of mileage left in the coated sector: "When most people think of coated desserts, they'll probably think of the battered pineapple or banana fritters available in Chinese restaurants," she says.

"We believe there's scope to give desserts a new lease of life, particularly as more and more people are opting for a series of smaller dishes when eating out and sharing continues to grow in popularity. Bite-sized desserts provide an opportunity to sample a range of different tastes or 'a little something sweet' at the end of a meal."

While some of Witwood's ideas are mini versions of traditional desserts, others are a total step change.

"Some concepts are based on classic British desserts, such as Treacle Sponge Bites in a cornflake and oat breading; and Lemon Curd Pearls coated in a meringue style batter. Others include Passion Fruit and Mango Bites - which use coconut breading to enhance the product visual and texture; and lemon and ginger cheesecake wedges."

For consumers with a particularly sweet tooth, the range also includes Chocolate Orange Chunks and Popcorn Fudge.

"This range reflects two key market drivers - sharing and innovation," says Arkley. "The idea of coated desserts is just beginning to take a foothold in international markets, and the US in particular. We believe there's scope for innovation along similar lines in the UK."

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