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Cakes and Cake Bars - UK - May 2013

“Around one in four users would like to see more individual portions of cakes, suggesting the market could tap more effectively into the popular impulse occasions through single packs and greater visibility in impulse channel and aisles, effectively leveraged by cereal bars and breakfast biscuits.”

– Kiti Soininen, Head of UK Food, Drink and Foodservice Research

Some questions answered in this report include:

  • What can cakes and cake bars learn from rival treat categories?
  • Do healthier options resonate in the cake and cake bars market?
  • How can cake brands combat low penetration among under-25s?
  • How can flavour innovation support interest in the price-led market?
 

High volume growth in individual/small varieties helped the cakes and cake bars market stem the value decline of the two previous years to reach £1.14 billion and 317 million kilograms in 2012. Cake bars, slices and small cakes are increasingly tapping into the broader snacking opportunity, meaning the category as whole is better equipped to compete with rival chocolate confectionery, biscuit and cereal/snack bar sectors.

Facilitating this has been innovation in individual packaging, ongoing commitment to flavour refreshment in a stubbornly traditional market, and rising levels of adspend in this hitherto low profile sector. Mr Kipling is behind much of the brand investment in the category.

Undoubtedly, the dominance of own-brand is both a blessing and a hindrance to growth, given the high level of price sensitivity among consumers in light of sustained pressure on household budgets. The response in the cake market has been strong own-label NPD activity and the introduction of competitive £1 price points by brands, which combined have positioned cake as an affordable alternative to other treats, important given that being ‘overpriced’ is a primary barrier to purchase among potential cake buyers.

Taste is deemed to be more important than healthiness by two fifths of users, however health concerns remain a significant barrier to take-up, suggesting there is scope to broaden the variety of healthier alternatives available to stimulate growth among low/non-users.

 

This report examines the UK retail market for cakes and cake bars. The market size includes sales through all retail channels including direct to consumer. Mintel defines the market as comprising packaged (wrapped) cakes which are kept at ambient temperatures. The market can be broadly segmented into small cakes/cake bars/ special-occasion cakes and large cakes.

Small cakes and cake bars’ include wrapped individual cakes either sold singly, or as multipacks or assortments, and seasonal/occasion cakes. These include cake bars, slices, pies, tarts and mini cakes.

Large cakes’ include wrapped cakes intended for sharing such as birthday cakes, Swiss roll, whole cakes, slabs and loaves. It includes malt loaves such as Soreen.

The report excludes unpackaged (unwrapped) products, frozen cakes/pastries, chilled desserts such as fruit sorbets and cheesecakes, cake mixes or baking ingredients and biscuits such as rusks and gingerbread. It also excludes sales via catering or foodservice establishments ie those sold in cafés, restaurants etc, however, references and comparisons to these sectors may be made where relevant.

 

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Table of contents

  1. Introduction

      • Definitions
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: UK retail sales and forecast of cakes and cake bars, by value, 2007-17
            • Segment performance
              • Figure 2: Trends in UK retail sales of cakes and cakes bars, by segment, value and volume, 2011-12
            • Market factors
              • Competition from alternative snacks and home baking
                • Market opportunities lie in creating more healthy choices
                  • Companies, brands and innovation
                    • Market share
                      • Figure 3: Brand shares in the cakes and cake bars market, by value and volume, 2012*
                    • NPD activity
                      • The consumer
                        • Types of cakes/cake bars purchased or eaten
                          • Figure 4: Types of cakes/cake bars bought or eaten in the past six months, March 2013
                        • Choice factors – nutritional/ingredients
                          • Figure 5: Nutritional and ingredient-based factors that would influence choice of cake and cake bars, March 2013
                        • Choice factors - other
                          • Figure 6: Non-nutritional and ingredient-based factors that would influence choice of cake and cake bars, March 2013
                        • Attitudes towards cakes and cake bars
                          • Figure 7: Attitudes towards cakes and cake bars, March 2013
                        • Barriers to buying cake and cake bars
                          • Figure 8: Barriers to buying cake and cake bars, March 2013
                        • What we think
                        • Issues in the Market

                            • What can cakes and cake bars learn from rival treat categories?
                              • Do healthier options resonate in the cake and cake bars market?
                                • How can cake brands combat low penetration among under-25s?
                                  • How can flavour innovation support interest in the price-led market?
                                  • Trend Application

                                      • Trend: Perfecting the Details
                                        • Trend: FSTR and HYPR
                                          • Mintel Futures: Human
                                          • Market Drivers

                                            • Key points
                                              • Competitive pressures from alternative snacks
                                                • Figure 9: Household purchased quantities of selected food categories, by type, % change, 2006-11 and 2010-11
                                                • Figure 10: Performance of selected markets competing with cakes and cake bars, 2008-12
                                              • Cupcakes mania shows no signs of abating
                                                • Popularity of home baking
                                                  • Health and obesity concerns restrict cake consumption
                                                    • Smaller households pose a threat to cake and cake bars
                                                      • Figure 11: Trends and projections in UK households, by size, 2007-17
                                                    • Price sensitivity heightened by widespread weak consumer confidence
                                                      • Figure 12: Average annual price indices for cakes and biscuits, 2007-11
                                                    • Money-saving deals attract hard-pressed consumers
                                                      • Figure 13: Monthly consumer confidence index, January 2008-December 2012
                                                  • Who’s Innovating?

                                                    • Key points
                                                      • Innovation in cakes, pastries and sweet goods
                                                        • Own-label outweighs branded activity
                                                          • Figure 14: Product launches within the UK cakes, pastries and sweet goods market, own-label versus brands, 2009-12
                                                        • Brands look to sugar confectionery for inspiration
                                                          • Figure 15: Product launches within the UK cakes, pastries and sweet goods market, by top ten companies, 2012
                                                        • Seasonal impetus drives sales and offers further potential for growth
                                                          • Figure 16: Product launches within the UK cakes, pastries and sweet goods market, by leading claims, 2012
                                                        • Untapped Easter opportunities
                                                          • Summer and Halloween
                                                            • Influx of limited editions in red, white and blue
                                                              • Number of new slimming lines rise in 2012
                                                                • Figure 17: Product launches within the UK cakes, pastries and sweet goods market, by selected health-related claims, 2009-13*
                                                              • Free-from alternatives make cake more accessible
                                                                • Global examples
                                                                  • Mr Kipling adds a modern twist on traditional flavours and formats
                                                                    • No sign of cupcake momentum slowing
                                                                    • Strengths and Weaknesses

                                                                      • Strengths
                                                                        • Weaknesses
                                                                        • Market Size and Forecast

                                                                          • Key points
                                                                            • Cakes and cake bars
                                                                              • Figure 18: UK retail sales and forecast of cakes and cake bars, by value and volume, 2007-11
                                                                            • Continued blurring between categories
                                                                              • Market outlook
                                                                                • Figure 19: UK retail sales and forecast of cakes and cake bars, by volume, 2007-17
                                                                                • Figure 20: UK retail sales and forecast of cakes and cake bars, by value, 2007-17
                                                                              • Small cakes and cake bars grow market share
                                                                                • Figure 21: UK retail sales of small cakes and cake bars and seasonal/occasion cakes, by value and volume, 2007-17
                                                                                • Figure 22: UK retail sales and forecast of small cakes and cake bars and seasonal/occasion cakes, by value, 2007-17
                                                                              • Large cakes – the shrink is on
                                                                                • Figure 23: UK retail sales of large cakes (excl. seasonal/occasion cakes), by value and volume, 2007-17
                                                                                • Figure 24: UK retail sales and forecast of large cakes (excl. seasonal/occasion cakes), by value, 2007-17
                                                                              • Forecast methodology
                                                                              • Market Segmentation

                                                                                • Key points
                                                                                  • Overall positive performance by small cakes let down by seasonal/occasion and large cakes’ performance
                                                                                    • Figure 25: UK retail sales of cakes and cakes bars, by segment, value and volume, % change, 2011-12
                                                                                  • Surge in small cake sales
                                                                                    • Seasonal opportunities
                                                                                      • Large cakes bolstered by Soreen’s snacking evolution
                                                                                        • Figure 26: UK retail value sales of cakes and cakes bars, by segment, 2011-12
                                                                                        • Figure 27: UK retail volume sales of cakes and cakes bars, by segment, 2011-12
                                                                                    • Market Share

                                                                                      • Key points
                                                                                        • Own-label tightens its grip on cakes and cake bars
                                                                                          • Figure 28: Brand shares in the cakes and cake bars market, by value and volume, 2012*
                                                                                          • Figure 29: Brand shares in the cakes and cake bars market, by value, 2012-13
                                                                                          • Figure 30: Brand shares in the cakes and cake bars market, by volume, 2012-13*
                                                                                        • Mr Kipling extends its leadership among cake brands
                                                                                          • McVitie’s dips into chocolate and biscuit portfolio for brand extensions
                                                                                            • Can the launch of ‘minis’ help Fabulous Bakin’ Boys recover in 2013?
                                                                                              • Soreen celebrates 75th anniversary in style
                                                                                                • WeightWatchers relies on NPD to revive sales
                                                                                                • Companies and Products

                                                                                                    • Figure 31: Leading brands in the cake and cake bars market, 2013
                                                                                                  • United Biscuits (UBUK)
                                                                                                    • Background
                                                                                                      • Product range and innovation
                                                                                                        • Brand communication and promotion
                                                                                                          • Premier Foods
                                                                                                            • Background
                                                                                                              • Recent activity
                                                                                                                • Product range and innovation
                                                                                                                  • Brand communication and promotion
                                                                                                                    • McCambridge Group
                                                                                                                      • Background
                                                                                                                        • Product range and innovation
                                                                                                                          • Brand communication and promotion
                                                                                                                            • Finsbury Food Group
                                                                                                                              • Recent activity
                                                                                                                                • Product range and innovation
                                                                                                                                  • The Fabulous Bakin’ Boys (FBB)
                                                                                                                                    • Background
                                                                                                                                      • Product range and innovation
                                                                                                                                        • Brand communication and promotion
                                                                                                                                          • Greencore
                                                                                                                                          • Brand Communications

                                                                                                                                            • Key points
                                                                                                                                              • Low but rising levels of adspend in cakes
                                                                                                                                                • Figure 32: Main monitored media advertising spend in the UK cakes and cake bars market, 2009-13*
                                                                                                                                                • Figure 33: Main monitored media advertising expenditure in the cakes and cake bars market, 2009-12
                                                                                                                                              • Premier Foods flexes its heavyweight muscles in 2012
                                                                                                                                                  • Figure 34: Advertising expenditure in the cakes and cake bars market, by highest-spending brands, 2009-13
                                                                                                                                                • Mr Kipling powers ahead
                                                                                                                                                  • McVitie’s brings out the celebration cake
                                                                                                                                                  • Channels to Market

                                                                                                                                                    • Key points
                                                                                                                                                      • Major multiples maintain their market dominance
                                                                                                                                                        • Figure 35: UK retail value sales of cakes and cake bars, by outlet type, 2010-12
                                                                                                                                                      • A more rustic, homemade slant applied to in-store bakeries
                                                                                                                                                      • Consumer – Types of Cakes/Cake Bars Purchased or Eaten

                                                                                                                                                        • Key points
                                                                                                                                                          • Cake and cake bar usage
                                                                                                                                                              • Figure 36: Types of cakes/cake bars bought or eaten in the past six months, March 2013
                                                                                                                                                            • Cakes enjoy highest penetration among family households
                                                                                                                                                              • Large cakes make ‘staying in’ a more special occasion
                                                                                                                                                                  • Figure 37: Types of cakes/cake bars bought in the past six months, by selected age groups, % point +/- average, March 2013
                                                                                                                                                                • Youngest and oldest age groups lack engagement in the category
                                                                                                                                                                  • Figure 38: Repertoire of types of cakes/cake bars bought in the past six months, March 2013
                                                                                                                                                                • Enthusiasm for cakes peaks among 25-44s
                                                                                                                                                                • Consumer – Choice Factors (Nutritional and Ingredient-based)

                                                                                                                                                                  • Key points
                                                                                                                                                                    • Important factors affecting choice of cakes and cake bars
                                                                                                                                                                        • Figure 39: Nutritional and ingredient-based factors that would influence choice of cake and cake bars, March 2013
                                                                                                                                                                      • A sizeable minority of users value health credentials in cakes and cake bars
                                                                                                                                                                        • Natural and free-from claims
                                                                                                                                                                          • Functional attributes untested territory in cakes?
                                                                                                                                                                            • Premium ingredients add sophistication
                                                                                                                                                                            • Consumer – Choice Factors (Non-Nutritional and Ingredient-based)

                                                                                                                                                                              • Key points
                                                                                                                                                                                • Other important factors affecting choice of cakes and cake bars
                                                                                                                                                                                    • Figure 40: Non-nutritional and ingredient-based factors that would influence choice of cake and cake bars, March 2013
                                                                                                                                                                                  • Price-sensitivity governs decision-making
                                                                                                                                                                                    • Flavour, ingredients and processes
                                                                                                                                                                                      • Convenience formats enhance usage potential
                                                                                                                                                                                      • Consumer – Attitudes Towards Cakes and Cake Bars

                                                                                                                                                                                        • Key points
                                                                                                                                                                                          • Cake users show reluctance to compromise on taste for health benefits
                                                                                                                                                                                              • Figure 41: Attitudes towards cakes and cake bars, March 2013
                                                                                                                                                                                            • Tapping into cake’s energy resources
                                                                                                                                                                                              • Sizeable minority are receptive to new flavours
                                                                                                                                                                                                  • Figure 42: Selected attitudes towards cakes and cake bars, by over-55s, % point +/- average, March 2013
                                                                                                                                                                                                • Children are a positive influence on cake consumption
                                                                                                                                                                                                  • Figure 43: Selected attitudes towards cakes and cake bars, by parents, March 2013
                                                                                                                                                                                                • Further demand for individual portions
                                                                                                                                                                                                  • Confectionery brands attract a younger audience
                                                                                                                                                                                                  • Consumer – Barriers to Buying Cake and Cake Bars

                                                                                                                                                                                                    • Key points
                                                                                                                                                                                                      • Health and cost reasons restrict cake purchase
                                                                                                                                                                                                          • Figure 44: Barriers to buying cake and cake bars, March 2013
                                                                                                                                                                                                        • Health concerns top the list of potential barriers to purchase
                                                                                                                                                                                                          • Figure 45: Health-related barriers to buying cake and cake bars, March 2013
                                                                                                                                                                                                        • Penny-pinching takes its toll on cakes
                                                                                                                                                                                                          • A preference for home-made among older consumers
                                                                                                                                                                                                            • Under-25s most likely to struggle to see cake as an ‘on the go’ option
                                                                                                                                                                                                              • Young women are key target for reduced fat lines
                                                                                                                                                                                                                  • Figure 46: Nutritional and ingredient-based factors that would influence choice of cake and cake bars “Reduced fat” – CHAID – Table output, March 2013
                                                                                                                                                                                                              • Appendix – Market Drivers

                                                                                                                                                                                                                  • Figure 47: Average weekly household purchased quantities of selected food categories, by type, % change, 2006-11 and 2010-11
                                                                                                                                                                                                                  • Figure 48: Trends and projections in the UK population (‘000s), by age group, 2007-17
                                                                                                                                                                                                                  • Figure 49: RPI, detailed indices for food and cake/biscuits, January 2012-February 2013
                                                                                                                                                                                                                  • Figure 50: Average monthly UK prices of wheat, January 2008-November 2012
                                                                                                                                                                                                                  • Figure 51: Percentage monthly change in retail prices of butter and oil and fats, January 2007-April 2012
                                                                                                                                                                                                                  • Figure 52: GDP, PDI, consumer expenditure and savings, at constant 2007 prices, 2007-17
                                                                                                                                                                                                              • Appendix – Who’s Innovating?

                                                                                                                                                                                                                  • Figure 53: Product launches within the UK cakes and cake bars market, by flavour, 2012
                                                                                                                                                                                                              • Appendix – Market Forecast

                                                                                                                                                                                                                • Cakes and cake bars
                                                                                                                                                                                                                  • Figure 54: Forecast of UK retail sales of cakes and cake bars, best- and worst-case forecast, by value, 2012-17
                                                                                                                                                                                                                  • Figure 55: Forecast of UK retail sales of cakes and cake bars, best- and worst-case forecast, by volume,
                                                                                                                                                                                                                • Small cakes and seasonal/occasion cakes
                                                                                                                                                                                                                  • Figure 56: Forecast of UK retail sales of small cakes and cake bars and seasonal/occasion cakes, best- and worst-case forecast, by value, 2012-17
                                                                                                                                                                                                                  • Figure 57: UK retail sales and forecast of small cakes and cake bars and seasonal/occasion cakes, by volume, 2012-17
                                                                                                                                                                                                                  • Figure 58: UK retail sales and forecast of small cakes and cake bars and seasonal/occasion cakes, by volume, 2007-17
                                                                                                                                                                                                                • Large cakes
                                                                                                                                                                                                                  • Figure 59: Forecast of UK retail sales of large cakes (excl. seasonal/occasion cakes), best- and worst-case forecast, by value, 2012-17
                                                                                                                                                                                                                  • Figure 60: UK retail sales and forecast of large cakes (excl. seasonal/occasion cakes), by volume, 2012-17
                                                                                                                                                                                                                  • Figure 61: UK retail sales and forecast of large cakes (excl. seasonal/occasion cakes), by volume, 2007-17
                                                                                                                                                                                                              • Appendix – Brand Communications

                                                                                                                                                                                                                  • Figure 62: Main monitored media advertising spend in the UK cakes and cake bars market, by media type, 2009-13
                                                                                                                                                                                                              • Appendix – Consumer– Types of Cakes and Cake Bars Purchased/Eaten

                                                                                                                                                                                                                  • Figure 63: Types of cakes/cake bars bought or eaten in the past six months, March 2013
                                                                                                                                                                                                                  • Figure 64: Most popular types of cakes/cake bars eaten in the past six months, by demographics, March 2013
                                                                                                                                                                                                                  • Figure 65: Next most popular types of cakes/cake bars eaten in the past six months, by demographics, March 2013
                                                                                                                                                                                                                  • Figure 66: Most popular types of cakes/cake bars bought in the past six months, by demographics, March 2013
                                                                                                                                                                                                                  • Figure 67: Next most popular types of cakes/cake bars bought in the past six months, by demographics, March 2013
                                                                                                                                                                                                                  • Figure 68: Types of cakes/cake bars bought in the past six months, by repertoire of types of cakes/cake bars bought in the past six months, March 2013
                                                                                                                                                                                                                  • Figure 69: Repertoire of types of cakes/cake bars bought in the past six months, by demographics, March 2013
                                                                                                                                                                                                              • Appendix – Consumer – Choice Factors (Nutritional and Ingredient-based)

                                                                                                                                                                                                                  • Figure 70: Nutritional and ingredient-based factors that would influence choice of cake and cake bars, March 2013
                                                                                                                                                                                                                  • Figure 71: Most popular nutritional and ingredient-based factors that would influence choice of cake and cake bars, by demographics, March 2013
                                                                                                                                                                                                                  • Figure 72: Next popular nutritional and ingredient-based factors that would influence choice of cake and cake bars, by demographics, March 2013
                                                                                                                                                                                                                  • Figure 73: Types of cakes/cake bars eaten/bought in the past six months, by most popular nutritional and ingredient-based choice factors that would influence choice of cake and cake bars, March 2013
                                                                                                                                                                                                                  • Figure 74: Types of cakes/cake bars eaten/bought in the past six months, by next most popular nutritional and ingredient-based choice factors that would influence choice of cake and cake bars, March 2013
                                                                                                                                                                                                                  • Figure 75: Nutritional and ingredient-based choice factors when being cake and cake bars, by most popular types of cakes/cake bars eaten in the past six months, March 2013
                                                                                                                                                                                                                  • Figure 76: Nutritional and ingredient-based choice factors that would influence choice of cake and cake bars, by next most popular types of cakes/cake bars eaten in the past six months, March 2013
                                                                                                                                                                                                                  • Figure 77: Nutritional and ingredient-based choice factors that would influence choice of cake and cake bars, by most popular types of cakes/cake bars bought in the past six months, March 2013
                                                                                                                                                                                                                  • Figure 78: Nutritional and ingredient-based choice factors that would influence choice of cake and cake bars, by next most popular types of cakes/cake bars bought in the past six months, March 2013
                                                                                                                                                                                                              • Appendix – Consumer – Choice Factors (Non-Nutritional and Ingredient-based)

                                                                                                                                                                                                                  • Figure 79: Non-nutritional and ingredient-based choice factors that would influence choice of cake and cake bars, March 2013
                                                                                                                                                                                                                  • Figure 80: Most popular non-nutritional and ingredient-based choice factors that would influence choice of cake and cake bars, by demographics, March 2013
                                                                                                                                                                                                                  • Figure 81: Next most popular non-nutritional and ingredient-based choice factors that would influence choice of cake and cake bars, by demographics, March 2013
                                                                                                                                                                                                                  • Figure 82: Types of cakes/cake bars bought in the past six months, by most popular non-nutritional and ingredient-based choice factors that would influence choice of cake and cake bars, March 2013
                                                                                                                                                                                                                  • Figure 83: Types of cakes/cake bars bought in the past six months, by next most popular non-nutritional and ingredient-based choice factors that would influence choice of cake and cake bars, March 2013
                                                                                                                                                                                                                  • Figure 84: Non-nutritional and ingredient-based choice factors that would influence choice of cake and cake bars, by most popular types of cakes/cake bars bought in the past six months, March 2013
                                                                                                                                                                                                                  • Figure 85: Non-nutritional and ingredient-based choice factors that would influence choice of cake and cake bars, by next most popular types of cakes/cake bars bought in the past six months, March 2013
                                                                                                                                                                                                              • Appendix – Consumer – Attitudes Towards Cakes and Cake Bars

                                                                                                                                                                                                                  • Figure 86: Attitudes towards cakes and cake bars, March 2013
                                                                                                                                                                                                                  • Figure 87: Most popular attitudes towards cakes and cake bars, by demographics, March 2013
                                                                                                                                                                                                                  • Figure 88: Next most popular attitudes towards cakes and cake bars, by demographics, March 2013
                                                                                                                                                                                                                  • Figure 89: Types of cakes/cake bars eaten/bought in the past six months, by most popular attitudes towards cakes and cake bars, March 2013
                                                                                                                                                                                                                  • Figure 90: Types of cakes/cake bars eaten/bought in the past six months, by next most popular attitudes towards cakes and cake bars, March 2013
                                                                                                                                                                                                              • Appendix – Consumer – Barriers to Buying Cake and Cake Bars

                                                                                                                                                                                                                  • Figure 91: Barriers to buying cake and cake bars, March 2013
                                                                                                                                                                                                                  • Figure 92: Most popular barriers to buying cake and cake bars, by demographics, March 2013
                                                                                                                                                                                                                  • Figure 93: Next most popular barriers to buying cake and cake bars, by demographics, March 2013
                                                                                                                                                                                                                  • Figure 94: Types of cakes/cake bars eaten/bought in the past six months, by most popular barriers to buying cake and cake bars, March 2013
                                                                                                                                                                                                                  • Figure 95: Types of cakes/cake bars eaten/bought in the past six months, by next most popular barriers to buying cake and cake bars, March 2013

                                                                                                                                                                                                              Companies Covered

                                                                                                                                                                                                              • Alton Towers
                                                                                                                                                                                                              • Apple, Inc
                                                                                                                                                                                                              • Blackstone Group (The)
                                                                                                                                                                                                              • Cadbury Trebor Bassett
                                                                                                                                                                                                              • Facebook, Inc.
                                                                                                                                                                                                              • Finsbury Food Group Plc
                                                                                                                                                                                                              • Galaxy Nutritional Foods, Inc.
                                                                                                                                                                                                              • Greencore Grocery
                                                                                                                                                                                                              • Greencore Group plc
                                                                                                                                                                                                              • Haribo Dunhills Plc
                                                                                                                                                                                                              • Hillsdown Holdings Ltd
                                                                                                                                                                                                              • Intersnack UK
                                                                                                                                                                                                              • Jumbo (Switzerland)
                                                                                                                                                                                                              • Lightbody Celebration Cakes
                                                                                                                                                                                                              • Mars Incorporated
                                                                                                                                                                                                              • McCambridge Foods Ltd
                                                                                                                                                                                                              • Memory Lane Cakes Ltd
                                                                                                                                                                                                              • Nintendo UK Entertainment Ltd
                                                                                                                                                                                                              • PAI Partners
                                                                                                                                                                                                              • Premier Foods plc
                                                                                                                                                                                                              • RHM Limited
                                                                                                                                                                                                              • Salisburys Ltd
                                                                                                                                                                                                              • Tate & Lyle
                                                                                                                                                                                                              • Tesco Plc
                                                                                                                                                                                                              • The Fabulous Bakin’ Boys
                                                                                                                                                                                                              • Thorntons Plc
                                                                                                                                                                                                              • UB Group
                                                                                                                                                                                                              • United Biscuits
                                                                                                                                                                                                              • Walt Disney Company, The
                                                                                                                                                                                                              • Weight Watchers Ltd. (UK)

                                                                                                                                                                                                              Cakes and Cake Bars - UK - May 2013

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