BakeMark has launched a line of icings in response to consumers’ needs for natural colours and flavours. The new Crembel line is free from preservatives and uses the most natural ingredients where possible, said the firm.

The icings are available in caramel, vanilla, chocolate and lemon flavours, and have been designed with the ever-growing cupcake market in mind. They can be melted or beaten to the desired consistency, have a high-sheen finish and are freeze-thaw stable.

"Customer demand for more naturally based products is constantly growing. Consumers still seek out indulgent treats, but want them to also have a wholesome twist," said Lisa Smith, marketing manager at BakeMark UK. "Our focus within new product development is not only to offer all the benefits of quality and innovation our customers have come to expect from us, but also place more and more emphasis on natural flavours and colours."