Erlenbacher sets its sights on UK market

21 October, 2010

European cakes and desserts manufacturer Erlenbacher is to bring its frozen ranges to the UK foodservice market this month.

The firm, which produces over 16 million cakes per year, told British Baker its main focus to date had been southern and eastern Europe, but “as the UK is the second biggest market based on volume for frozen cakes, gateaux and desserts within Europe”, it sees it as a big opportunity.

The firm is looking to target foodservice businesses such as coffee shops and restaurant chains, but wouldn’t rule out supplying bakeries as it currently does in Germany. Erlenbacher already supplies 30 different countries, and said it believed its products, which are free of artificial preservatives, colours and flavours would appeal in the growing trend for healthier eating.

“It is proven that the UK has an affi-nity to frozen food and because the frozen cake market is still growing, we feel it is a good time to extend our business in this area,” said MD Bernhard Neumeister.

“We would like to expand on an organic base, together with our partners in the UK, and within a reasonable time be a recognised supplier for high-quality frozen cakes, gateaux and desserts, which also provides solutions and services in the UK,” said Neumeister.

He added there were currently no plans for a UK production base, but that the firm was extending its production site in Germany to allow for the production of new lines and to provide increased capacity.

The UK range will consist of a selection of cream & fruit gateaux and slices, traybakes, traditional cakes, ‘miniGugls’ and sweet moments cup desserts, all supplied pre-cut in single portions.

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