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Prepared Cakes and Pies - US - August 2012

U.S. sales of prepared cakes and pies have weathered the recession and slow economic recovery with steady growth between 2007 and estimated 2012 levels. Consumers apparently have found a degree of comfort in RTE cakes and pies even as they limited spending on many other items. Still, the effect of health issues, such as the growing obesity epidemic and related health conditions such as diabetes, have cast somewhat of a pall over caloric foods, which could limit the potential for further growth. These concerns, and consumer preference for smaller portion sizes that fit not only shrinking budgets but also shrinking households, have resulted in growing demand for smaller serving sizes, such as single slices of cheesecake, half pies, and 6-inch cakes. This report provides analysis of these factors as well as in-depth examination of the following:

  • Demographic factors, including the higher probability of women, younger consumers, and ethnic consumers to eat RTE baked goods, and how population growth of these groups will impact future sales
  • How cakes and pies baked in-store dominate the market, and the role of ISBs in helping supermarkets and mass marketers stay atop the market
  • Competition from home baking (using mixes or from-scratch recipes), and how companies can mitigate this challenge
  • The large number of national brand players in the market and how private label sales help grow the market

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definitions
        • Data sources
          • Sales data
            • Consumer data
              • Advertising creative
                • Acronyms and terms
                  • Acronyms
                    • Terms
                    • Executive Summary

                        • A growing market as consumers spend on small indulgences
                          • Market grows steadily between 2007 and estimated 2012
                            • Figure 1: Fan chart forecast of prepared cakes and pies, 2007-17
                          • Cakes and pies baked in stores account for more than half of the market
                              • Figure 2: U.S. sales of prepared cakes and pies, total and top three segments, 2011-12
                            • Market factors
                              • Obesity epidemic makes RTE cakes and pies a harder sell
                                • Figure 3: Percentage of population aged 20+ who are overweight, obese, or extremely obese, 1988 and 2010
                              • Demographic factors play a large role in consumption
                                • Figure 4: Projected population change, by Hispanic origin, 2012-17
                              • Unemployment and consumer confidence underscore economic anxiety
                                • Retail channels
                                  • Supermarkets dominate
                                    • Figure 5: Total U.S. sales of prepared cakes and pies, by channel, 2011 and 2012
                                  • The consumer
                                    • Consumption of RTE baked goods
                                      • Figure 6: Top five RTE offerings, April 2012
                                    • Channels used most for prepared cakes and pies purchases
                                      • Figure 7: Outlets where consumers buy cakes/pies, April 2012
                                      • Figure 8: In-store options, bakery vs. on-shelf purchases, April 2012
                                    • Consumption occasions
                                      • Figure 9: Consumption for dessert/special occasions, April 2012
                                    • Healthful product attributes are most important
                                      • Figure 10: Top five characteristics of importance, April 2012
                                    • Consumers are buying less expensive/store brands more than they were a year ago
                                      • Figure 11: Usage, purchase, and behavioral shifts in the past year, April 2012
                                    • What we think
                                    • Issues in the Market

                                        • Would nutritional value claims help win over health-conscious consumers?
                                          • How important is competition from home baking?
                                            • Can brands counter the potential for more eating out?
                                            • Insights and Opportunities

                                              • Baking mix brands could expand into the RTE market
                                                • Demand for high-fiber RTE baked goods is high
                                                  • Private label has opportunities to grow further
                                                  • Trend Applications

                                                      • Trend: The Big Issue
                                                        • Trend: Premiumization and Indulgence
                                                          • 2015 Trend: Old Gold
                                                          • Market Size and Forecast

                                                            • Key points
                                                              • Market grows estimated 3.8% in 2012
                                                                • Demographic factors are a mixed bag
                                                                  • Concerns over obesity could stem interest in cakes and pies
                                                                    • Economic conditions limit larger growth
                                                                      • Sales and forecast of prepared cakes and pies
                                                                        • Figure 12: Total U.S. retail sales of prepared cakes and pies, at current prices, 2007-17
                                                                        • Figure 13: Total U.S. retail sales of prepared cakes and pies, at inflation-adjusted prices, 2007-17
                                                                      • Fan-chart forecast
                                                                          • Figure 14: Fan chart forecast of prepared cakes and pies, 2007-17
                                                                        • Walmart sales
                                                                        • Market Drivers

                                                                          • Key points
                                                                            • Concern over obesity rates reflects poorly on desserts
                                                                              • Figure 15: Percentage of population aged 20+ who are overweight, obese, or extremely obese, 1988-2010
                                                                            • Teen obesity rates
                                                                              • Figure 16: Prevalence of obesity among children and adolescents aged 2-19, 1976-2010
                                                                            • More than half of adults watching diets; more than six in 10 look for low-fat foods
                                                                              • Figure 17: Trends in diet control among adults aged 18+, May 2005- November 2011
                                                                            • Demographic factors
                                                                              • Women report more likelihood than men to eat RTE baked goods
                                                                                • Figure 18: Personal consumption of various desserts, by gender, April 2012
                                                                                • Figure 19: Female population by age, 2007-17
                                                                              • Likelihood to eat RTE baked goods decreases with age
                                                                                • Figure 20: Personal consumption of various desserts, by age, April 2012
                                                                                • Figure 21: Population by age, 2007-17
                                                                              • Blacks, Asians, and Hispanics more likely than whites to eat RTE baked goods
                                                                                • Figure 22: Personal consumption of various desserts, by race/Hispanic origin, April 2012
                                                                                • Figure 23: Population by race and Hispanic origin, 2007-17
                                                                              • Economic woes persist, limit spending and consumer confidence
                                                                                • Figure 24: Unemployment, January 2007-June 2012
                                                                              • Consumer confidence fluctuates quarterly
                                                                                • Figure 25: Thomson Reuters/University of Michigan Surveys of Consumers Index of Consumer Expectations, 2006-Q1 2012
                                                                            • Competitive Context

                                                                              • Key points
                                                                                • Home bakers may be less likely to buy RTE baked goods
                                                                                  • Smaller sizes accommodate special diets and trends toward dietary moderation
                                                                                    • Consumers have high expectations for ISBs
                                                                                        • Figure 26: Factors that matter with in-store bakery purchases, by gender, April 2012
                                                                                      • Stand-alone bakeries and their impact on the RTE market
                                                                                        • Private label comprises a third of the market
                                                                                        • Segment Performance

                                                                                          • Key points
                                                                                            • All segments grow between 2011 and 2012
                                                                                              • Frozen and refrigerated baked goods see largest sales increase
                                                                                                • Sales of prepared cakes and pies by segment
                                                                                                  • Figure 27: Total U.S. sales of prepared cakes and pies, by segment, 2011-12
                                                                                              • Segment Performance—Cakes and Pies Baked in Stores

                                                                                                • Key points
                                                                                                  • Freshness, variety help keep in-store baked cakes and pies on top
                                                                                                    • Sales of cakes and pies baked in stores
                                                                                                      • Figure 28: Total U.S. sales of cakes and pies baked in stores, 2007-12 (est.)
                                                                                                  • Segment Performance—Cupcakes and Brownies

                                                                                                    • Key points
                                                                                                      • Steady growth reflects the popularity of small sizes during down economy
                                                                                                        • Sales of cupcakes and brownies
                                                                                                          • Figure 29: Total U.S. sales of cupcakes and brownies, 2007-12 (est.)
                                                                                                      • Segment Performance—Shelf-stable Cakes

                                                                                                        • Key points
                                                                                                          • Slow economic recovery drives private label sales
                                                                                                            • Sales of shelf-stable cakes
                                                                                                              • Figure 30: Total U.S. sales of shelf-stable cakes, at current prices, 2007-12 (est.)
                                                                                                          • Segment Performance—Frozen and Refrigerated Cakes and Pies

                                                                                                            • Key points
                                                                                                              • Frozen/refrigerated convenient as many consumers eat at home
                                                                                                                • Sales of frozen and refrigerated cakes and pies
                                                                                                                  • Figure 31: Total U.S. sales of frozen and refrigerated cakes and pies, at current prices, 2007-12
                                                                                                              • Segment Performance—Shelf-stable Pies

                                                                                                                • Key points
                                                                                                                  • Shelf-stable pies could benefit from more single-serve portions
                                                                                                                    • Sales of shelf-stable pies
                                                                                                                      • Figure 32: Total U.S. sales of shelf-stable pies, at current prices, 2007-12
                                                                                                                  • Segment Performance—Frozen and Refrigerated Cheesecake

                                                                                                                    • Key points
                                                                                                                      • Smaller sizes drive sales
                                                                                                                        • Sales of frozen and refrigerated cheesecake
                                                                                                                          • Figure 33: Total U.S. sales of frozen and refrigerated cheesecake, at current prices, 2007-12
                                                                                                                      • Retail Channels

                                                                                                                        • Key points
                                                                                                                          • ISBs, packaged baked goods aisles put supermarkets on top
                                                                                                                            • Figure 34: Total U.S. sales of prepared cakes and pies, by channel, 2011 and 2012
                                                                                                                          • Food stores offer the most comprehensive baked goods selection
                                                                                                                            • Figure 35: Supermarket/food store sales of prepared cakes and pies, at current prices, 2007-12
                                                                                                                          • Drug stores can increase presence by upping their food offerings
                                                                                                                            • Figure 36: Drug store sales of prepared cakes and pies, at current prices, 2007-12
                                                                                                                          • Mass provides value; stand-alone bakeries expand offerings
                                                                                                                            • Figure 37: Other retailers sales of prepared cakes and pies, at current prices, 2007-12
                                                                                                                        • Leading Companies

                                                                                                                          • Key points
                                                                                                                            • Many players, but Hostess, McKee lead
                                                                                                                              • Private label accounts for a third of FDMx market as shoppers seek value
                                                                                                                                • Figure 38: Manufacturer FDMx sales of prepared cakes and pies in the U.S., 2011 and 2012
                                                                                                                            • Brand Share—Cupcakes and Brownies

                                                                                                                              • Key points
                                                                                                                                • Hostess loses top position to McKee
                                                                                                                                    • Figure 39: Selected FDMx brand sales of cupcakes and brownies, 2011 and 2012
                                                                                                                                • Brand Share—Shelf-stable Cakes

                                                                                                                                  • Key points
                                                                                                                                    • Slight losses from private label exert a downward pull
                                                                                                                                      • Figure 40: Selected FDMx brand sales of shelf-stable cakes, 2011 and 2012
                                                                                                                                  • Brand Share—Frozen and Refrigerated Cakes and Pies

                                                                                                                                    • Key points
                                                                                                                                      • Big gains and big losses; private label plays a substantial role
                                                                                                                                        • Figure 41: Selected FDMx brand sales of frozen and refrigerated cakes and pies, 2011 and 2012
                                                                                                                                    • Brand Share—Shelf-stable Pies

                                                                                                                                      • Key points
                                                                                                                                        • Private label dominates shelf-stable pies
                                                                                                                                          • Figure 42: Selected FDMx brand sales of shelf-stable pies, 2011 and 2012
                                                                                                                                      • Brand Share—Frozen and Refrigerated Cheesecake

                                                                                                                                        • Key points
                                                                                                                                          • Kraft’s Jell-O Temptations lift the entire FDMx segment with small servings
                                                                                                                                            • Figure 43: Selected FDMx brand sales of frozen and refrigerated cheesecake, 2011 and 2012
                                                                                                                                        • Innovations and Innovators

                                                                                                                                          • Key points
                                                                                                                                            • Kosher claims outnumber all others between 2008 and 2012
                                                                                                                                                • Figure 44: Cake and pie product launches, by top claims, 2008-12*
                                                                                                                                              • Chocolate tops all other launches, but plain gains
                                                                                                                                                • Figure 45: Cake and pie product launches, by top flavors, 2008-12*
                                                                                                                                              • Single-serving sizes are at the forefront of innovation
                                                                                                                                                • Functional claims turn up in the dessert aisle
                                                                                                                                                • Marketing Strategies

                                                                                                                                                    • Brand promotions take on many forms
                                                                                                                                                      • Hostess
                                                                                                                                                        • McKee (Little Debbie)
                                                                                                                                                          • Bimbo (Entenmann’s)
                                                                                                                                                            • TV presence
                                                                                                                                                              • Figure 46: Little Debbie television ad, 2011
                                                                                                                                                              • Figure 47: Little Debbie television ad, 2012
                                                                                                                                                              • Figure 48: Hostess television ad, 2012
                                                                                                                                                          • Household Usage

                                                                                                                                                            • Key points
                                                                                                                                                              • Household usage/frequency of usage unchanged between 2007 and 2011
                                                                                                                                                                • Figure 49: Snack cakes (Ready-to-eat)—household usage, October 2007-November 2011
                                                                                                                                                              • More than a third of households eat frozen cakes and muffins
                                                                                                                                                                • Figure 50: Frozen dessert cakes and muffins—household usage, October 2007-November 2011
                                                                                                                                                              • Teen likelihood to eat RTE snack cakes same as adult likelihood
                                                                                                                                                                • Figure 51: Snack cakes (Ready-to-eat)—teen usage, October 2007-November 2011
                                                                                                                                                              • Kids report highest likelihood to eat RTE snack cakes
                                                                                                                                                                • Figure 52: Snack cakes (Ready-to-eat)—kid usage, October 2007-November 2011
                                                                                                                                                              • Brownies, cupcakes most consumed
                                                                                                                                                                • Figure 53: Personal consumption of various desserts, by gender, April 2012
                                                                                                                                                              • Consumption generally declines with age
                                                                                                                                                                • Figure 54: Personal consumption of various desserts, by age, April 2012
                                                                                                                                                              • $25K or less most likely to eat RTE desserts, least likely to bake at home
                                                                                                                                                                • Figure 55: Personal consumption of various desserts, by household income, April 2012
                                                                                                                                                              • Personal consumption of various desserts, by frequency
                                                                                                                                                                • Figure 56: Personal consumption of various desserts, by gender, April 2012
                                                                                                                                                              • Frequency of eating RTE desserts declines with age
                                                                                                                                                                • Figure 57: Personal consumption of various desserts, by age, April 2012
                                                                                                                                                            • Outlets Where Consumers Buy Cakes/Pies

                                                                                                                                                              • Key points
                                                                                                                                                                • Most buy at supermarkets
                                                                                                                                                                    • Figure 58: Outlets where consumers buy cakes/pies, by age, April 2012
                                                                                                                                                                  • $150K+ most likely to buy at more expensive outlets
                                                                                                                                                                      • Figure 59: Outlets where consumers buy cakes/pies, by household income, April 2012
                                                                                                                                                                    • Cleanliness, value, selection matter most when buying from ISBs
                                                                                                                                                                        • Figure 60: Factors that matter with in-store bakery purchases, by age, April 2012
                                                                                                                                                                    • Consumption Occasions

                                                                                                                                                                      • Key points
                                                                                                                                                                        • Three quarters eat RTE baked goods for dessert on any occasion
                                                                                                                                                                          • Figure 61: Consumption for dessert/special occasions, by age, April 2012
                                                                                                                                                                        • Presence of children translates to more RTE baked good snacking
                                                                                                                                                                          • Figure 62: Consumption for other occasions, by presence of children in household, April 2012
                                                                                                                                                                      • Characteristics of Importance for RTE Desserts

                                                                                                                                                                        • Key points
                                                                                                                                                                          • Healthful product attributes are important
                                                                                                                                                                              • Figure 63: Characteristics of importance, by gender, April 2012
                                                                                                                                                                            • Seniors most likely to cite healthful attributes
                                                                                                                                                                              • Figure 64: Characteristics of importance, by age, April 2012
                                                                                                                                                                            • $150K+ most likely to cite all-natural, premium, organic claims as important
                                                                                                                                                                              • Figure 65: Characteristics of importance, by household income, April 2012
                                                                                                                                                                          • Usage, Purchase, and Behavioral Shifts in the Past Year

                                                                                                                                                                            • Key points
                                                                                                                                                                              • Buying less expensive brands and store brands more often than a year ago
                                                                                                                                                                                • Figure 66: Usage, purchase, and behavioral shifts in the past year, by gender, April 2012
                                                                                                                                                                              • 18-44s most likely to buy less expensive brands, but also most likely to bake
                                                                                                                                                                                • Figure 67: Usage, purchase, and behavioral shifts in the past year, by age, April 2012
                                                                                                                                                                              • Lower income means buying more store brands and less expensive items
                                                                                                                                                                                • Figure 68: Usage, purchase, and behavioral shifts in the past year, by household income, April 2012
                                                                                                                                                                            • Impact of Race and Hispanic Origin

                                                                                                                                                                              • Key points
                                                                                                                                                                                • Blacks, Asians, Hispanics most likely to eat baked goods
                                                                                                                                                                                  • Figure 69: Personal consumption of various desserts, by race/Hispanic origin, April 2012
                                                                                                                                                                                • Blacks, Hispanics eat RTE baked goods more frequently than whites
                                                                                                                                                                                  • Figure 70: Personal consumption of various desserts, by race/Hispanic origin, April 2012
                                                                                                                                                                                • Blacks most likely to snack on RTE goods between meals or at work/school
                                                                                                                                                                                  • Figure 71: Consumption for dessert/special occasions, by race/Hispanic origin, April 2012
                                                                                                                                                                                • Hispanics most concerned about healthful product attributes
                                                                                                                                                                                  • Figure 72: Characteristics of importance, by race/Hispanic origin, April 2012
                                                                                                                                                                                • Blacks, Hispanics most likely to buy less expensive/store brand items
                                                                                                                                                                                  • Figure 73: Usage, purchase, and behavioral shifts in the past year, by race/Hispanic origin, April 2012
                                                                                                                                                                              • Cluster Analysis

                                                                                                                                                                                  • Cluster 1: Nutritional Nuts
                                                                                                                                                                                    • Demographics
                                                                                                                                                                                      • Characteristics
                                                                                                                                                                                        • Opportunity
                                                                                                                                                                                          • Cluster 2: Treat Eaters
                                                                                                                                                                                            • Demographics
                                                                                                                                                                                              • Characteristics
                                                                                                                                                                                                • Opportunity
                                                                                                                                                                                                  • Cluster 3: Half ‘n Halfers
                                                                                                                                                                                                    • Demographics
                                                                                                                                                                                                      • Characteristics
                                                                                                                                                                                                        • Opportunity
                                                                                                                                                                                                          • Cluster characteristic tables
                                                                                                                                                                                                            • Figure 74: Target groups, April 2012
                                                                                                                                                                                                            • Figure 75: Self health evaluation—Nutrition/diet, by target groups, April 2012
                                                                                                                                                                                                            • Figure 76: Personal consumption of various desserts, by target groups, April 2012
                                                                                                                                                                                                            • Figure 77: Outlets where consumers buy cakes/pies, by target groups, April 2012
                                                                                                                                                                                                            • Figure 78: Consumption for dessert/special occasions, by target groups, April 2012
                                                                                                                                                                                                            • Figure 79: Consumption for other occasions, by target groups, April 2012
                                                                                                                                                                                                            • Figure 80: Characteristics of importance, by target groups, April 2012
                                                                                                                                                                                                            • Figure 81: Usage, purchase, and behavioral shifts in the past year, by target groups, April 2012
                                                                                                                                                                                                          • Cluster demographic tables
                                                                                                                                                                                                            • Figure 82: Target groups, by demographic, April 2012
                                                                                                                                                                                                          • Cluster methodology
                                                                                                                                                                                                          • Custom Consumer Groups

                                                                                                                                                                                                              • Key points
                                                                                                                                                                                                                • Attitudes and behavior of “Diet-Restricted,” “Value-Adds,” and “Premiums” groups
                                                                                                                                                                                                                  • Figure 83: Personal consumption of various desserts, by type, April 2012
                                                                                                                                                                                                                  • Figure 84: Outlets where consumers buy cakes/pies, April 2012
                                                                                                                                                                                                                  • Figure 85: Factors that matter with in-store bakery purchases, by frequency, April 2012
                                                                                                                                                                                                                • Attitudes and behavior, by nutrition/diet
                                                                                                                                                                                                                    • Figure 86: Outlets where consumers buy cakes/pies, by self-health evaluation—Nutrition/Diet, April 2012
                                                                                                                                                                                                                • SymphonyIRI/Builders—Key Household Purchase Measures

                                                                                                                                                                                                                  • Pies and cakes—U.S.
                                                                                                                                                                                                                    • Overview of pies and cakes
                                                                                                                                                                                                                      • Cakes (no snack cakes/coffeecakes)
                                                                                                                                                                                                                        • Consumer insights on key purchase measures—cakes (no snack cakes/coffeecakes)
                                                                                                                                                                                                                          • Brand map
                                                                                                                                                                                                                            • Figure 87: Brand map, selected brands of cakes (no snack cakes/coffeecakes) buying rate, by household penetration, 2011*
                                                                                                                                                                                                                          • Brand leader characteristics
                                                                                                                                                                                                                            • Key purchase measures
                                                                                                                                                                                                                              • Figure 88: Key purchase measures for the top brands of cakes (no snack cakes/coffeecakes), by household penetration, 2011*
                                                                                                                                                                                                                            • Bakery snacks—U.S.
                                                                                                                                                                                                                              • Bakery snacks
                                                                                                                                                                                                                                • Consumer insights on key purchase measures—bakery snacks
                                                                                                                                                                                                                                  • Brand map
                                                                                                                                                                                                                                    • Figure 89: Brand map, selected brands of bakery snacks buying rate, by household penetration, 2011*
                                                                                                                                                                                                                                  • Brand leader characteristics
                                                                                                                                                                                                                                    • Key purchase measures
                                                                                                                                                                                                                                      • Figure 90: Key purchase measures for the top brands of bakery snacks), by household penetration, 2011*
                                                                                                                                                                                                                                  • Appendix: Self-health Evaluation—Nutrition/Diet

                                                                                                                                                                                                                                      • Figure 91: Self-health evaluation—Nutrition/diet, by gender, April 2012
                                                                                                                                                                                                                                      • Figure 92: Self-health evaluation—Nutrition/diet, by age, April 2012
                                                                                                                                                                                                                                      • Figure 93: Self-health evaluation—Nutrition/diet, by household income, April 2012
                                                                                                                                                                                                                                      • Figure 94: Self-health evaluation—Nutrition/diet, by presence of children in household, April 2012
                                                                                                                                                                                                                                  • Appendix: Other Useful Consumer Tables

                                                                                                                                                                                                                                    • Outlets where consumers buy cakes/pies
                                                                                                                                                                                                                                      • Figure 95: Factors that matter with in-store bakery purchases, by household income, April 2012
                                                                                                                                                                                                                                    • Consumption occasions
                                                                                                                                                                                                                                      • Figure 96: Consumption for other occasions, by age, April 2012
                                                                                                                                                                                                                                      • Figure 97: Consumption for dessert/special occasions, by household income, April 2012
                                                                                                                                                                                                                                  • Appendix: Trade Associations

                                                                                                                                                                                                                                    Companies Covered

                                                                                                                                                                                                                                    • American Bakers Association (ABA)
                                                                                                                                                                                                                                    • American Institute of Baking (AIB)
                                                                                                                                                                                                                                    • American Institute of Food Distribution
                                                                                                                                                                                                                                    • American Pie, L.L.C.
                                                                                                                                                                                                                                    • American Society of Baking (ASB)
                                                                                                                                                                                                                                    • Bimbo Bakeries USA
                                                                                                                                                                                                                                    • Centers for Disease Control and Prevention
                                                                                                                                                                                                                                    • Claim Jumper Restaurants LLC
                                                                                                                                                                                                                                    • ConAgra Foods, Inc
                                                                                                                                                                                                                                    • Entenmann's Inc
                                                                                                                                                                                                                                    • Food Marketing Institute
                                                                                                                                                                                                                                    • Grocery Manufacturers of America
                                                                                                                                                                                                                                    • Grupo Bimbo S.A.
                                                                                                                                                                                                                                    • H. E. Butt Grocery Company
                                                                                                                                                                                                                                    • International Dairy·Deli·Bakery Association
                                                                                                                                                                                                                                    • International Food Information Service
                                                                                                                                                                                                                                    • Kraft Foods Inc. (U.S.A.)
                                                                                                                                                                                                                                    • Krispy Kreme Doughnuts Inc.
                                                                                                                                                                                                                                    • McKee Foods Corporation
                                                                                                                                                                                                                                    • Private Label Manufacturers Association (PLMA)
                                                                                                                                                                                                                                    • Safeway Inc
                                                                                                                                                                                                                                    • Sara Lee Food & Beverage
                                                                                                                                                                                                                                    • Sony Corporation of America
                                                                                                                                                                                                                                    • Tasty Baking Company
                                                                                                                                                                                                                                    • The New York Times Company
                                                                                                                                                                                                                                    • The Schwan Food Company
                                                                                                                                                                                                                                    • U.S. Bureau of Labor Statistics
                                                                                                                                                                                                                                    • University of Michigan, The
                                                                                                                                                                                                                                    • VICORP Restaurants, Inc.

                                                                                                                                                                                                                                    Prepared Cakes and Pies - US - August 2012

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