Sales of frozen desserts are growing at the expense of chilled alternatives, according to the latest research from Mintel. Sales increased by 4% in 2008 and are set to increase by a further 5% over the next year, said the market analyst. This could potentially mean the market would be worth £284m by the end of 2009.

"Around 16% of all Brits have switched from buying chilled desserts to the frozen variety in an effort to reduce their grocery shopping bill," commented Mintel.

Hot-eating desserts and gateaux are the frozen desserts of choice, accounting for 40% of all sales. However, frozen desserts are benefiting at the expense of chilled varieties.

Angus Allan, managing director of Indulgence Patisserie, said the company is benefiting from the boom in frozen retail desserts. "Our sales are up 20% year-on-year. As a result of this uplift, our Indulgence brand desserts have recently gained several new listings with UK retailers," he explained.

"We exhibited for the first time at PLMA in Amsterdam last month and our range was very well received by the buyers from some very large European and Australasian retailers, which will help maintain the rapid growth in our export sales."