London-based Little Venice Cake Company has signed a deal to supply 204 Sainsbury’s stores across the country with celebration cakes that can be finished by consumers at home.
Available in two sizes (5in at £9.99 and 8in at £14.99), the fruit cakes are hand-decorated with almond marzipan, simple white icing and delicate piping. Consumers can eat the cakes as they are or customise them with their own designs and colours, as well as putting them together to create a larger tiered cake.
"There’s huge interest in home baking at the moment. The category grew by 21.9% between 2003-2007, while ambient cakes grew 16.5% [Mintel figures]," said Little Venice director and founder Mich Turner. "People are watching TV cookery programmes and want to do something for themselves."
Little Venice has created cakes for celebrities and royalty inclu-ding The Queen, Madonna, Gordon Ramsay and David Beck-ham, while Turner has written three books on cake decorating.