It’s time to have cake and eat it


CONFECTIONERY may lead the charge at Halloween, but seasonal cakes also offer c-store retailers opportunities.

Mathew Bird, brand director for sweet treats at Premier Foods – the firm behind Mr Kipling – said that after the last two pandemic-affected years, there is a “huge opportunity” for retailers.

“Halloween cake grew by 9.3% in 2021, driven by shoppers making more trips but unlike previous years, was led by pre- and post-families.

“More specifically, Small Pies & Tarts, French Fancies and Fairy Cake & Cupcakes were the sectors driving growth by attracting these new shoppers,” he said.

According to Bird, 2022 will be the first ‘normal’ Halloween since 2019, meaning many will return to old habits – and Premier Foods has the seasonal range to support celebrations.

“We’re bringing back some of our family favourite Halloween products across both the Mr Kipling and Cadbury ranges. This includes our Cadbury Mini Bonfire Logs, Cadbury Pumpkin Patch Cakes, Mr Kipling Terrifying Toffee Whirls and Mr Kipling Fiendish Fancies,” he said.