Bakers around the country have been preparing for a spooktacular Halloween, so we thought we’d round up the most gruesome cakes on Twitter this year. 

Matthew Critchley, category marketing director (cake), at Premier Foods, spoke to British Baker about his advice for bakeries at Halloween. He said: “We recommend siting Halloween ambient cake variants next to the core everyday varieties, as they will not only drive engagement with shoppers at point of purchase, but will also encourage them to buy from the diverse range.

“Implementing a secondary siting or Halloween hotspots in-store helps to drive theatre and disrupt shopper missions. Focusing on shopper needs in the lead-up to Halloween and grouping products as a solution can support successful event creation. End-of-aisle displays, shelf talkers and incremental display units within prime top-up aisles work really well to remind shoppers of the Halloween period and encourage impulse purchases.”

In terms of retail products, own-label Halloween foods increased to gain a market share of 20.6% last year.

Popular brands Mr Kipling and Cadbury Cakes led the packaged cake category, with a 27.1% and 21.7% share respectively. Mr Kipling delivered sales worth £2.1m last year, up 5.1%. Its new products this year include Mr Kipling Choc and Lime Slices, which come as a twin-wrapped pack. The slices are made of a lime-flavoured sponge with chocolate icing and green drizzle.

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