This feature will comprise a number of components:  the main running copy will look at how the classic cake varieties can be reimagined in new formats, while smaller articles will offer a recipe and a look at export opportunities

British Baker Insight Feature Synopsis

  • Publication date: 4 October 2017
  • Editorial submissions deadline: 1 September 2017
  • Editorial contact: Ashley Williams –

Victoria sponge, lemon drizzle cake, chocolate sponge. British classics such as these never go out of fashion, but bakers can’t afford to become complacent, either.

How can classic cakes be presented in new ways to ensure customers stay interested?

Topic areas will include:

  • Format size. Is the demand for mini versions of the classics continuing?
  • Pops and cones: Are consumers interested in the cake pop and cake cone formats, or have they had their day? What other options are available when it comes to interesting formats?
  • Health concerns. Besides portion size, how can bakers and suppliers mitigate concerns about the level of sugar in classic cakes
  • How can flavours be tweaked to create new interest in a classic cake, while preserve its core attributes?

 BOX-OUT: EXPORTS (300 wds)

How big a role do the classic British cakes play in the overseas markets? What are the major opportunities and challenges of selling such products abroad?