Aunt Bessie starts baking batches of the very best cakes
This month sees the launch, not only of a new product range, but a new category within frozen food, which is expected to add £50m to the sector.
Food Manufacture's Company of the Year 2005, Tryton Foods, has developed ready-to-bake cakes under its Aunt Bessie's brand. The cakes are designed to be cooked from frozen, while having the appearance and taste of the homemade item.
The range comprises: A Victoria Sponge Cake, which arrives in two halves with its own foil baking tray; an eight-pack of Chocolate Chip Cookies and an eight-pack of Scones -- both of which can be cooked on a standard baking tray; and 12 Fairy Cakes baked in individual cases.
"A massive 89% of the respondents who took part in our research stated that they intend to purchase," says Tryton marketing controller John Hendy. "And this was across both scratch and non-scratch bakers. This is the highest ranking score of any new product we've launched since the beginning of the Aunt Bessie's brand."
Tryton claims that indulgence and convenience are still key market drivers and that recent years have seen a shift towards a new style of home baking. The latest cake products provide consumers with some involvement, while taking minimal time to prepare.
Tryton spent £4m developing the range, which will retail at £1.99 per pack. The launch will be accompanied by a website, Aunt Bessie's Baking Club, which the company claims will raise consumer awareness.
