Premier Foods’ cake brand Lyons has launched a new range of Teashop Classic Cakes to capitalise on teatime eating occasions. The cakes will be available in St Clements, classic choc chip and sultana and cherry variants. According to the firm, large ambient cakes are a key driver of the cakes and pastries category, a growing area in sweet bakery occasions at teatime. Thirty-four per cent of Lyons’ cakes are eaten at teatime, according to Premier Foods.
"We are looking to target older consumers, mums and families, who are looking for a familiar product to enjoy with a cup of tea at snack times," said Simon Hawkes, head of marketing for Lyons.
The cakes will be packaged in a window-topped box and will be available in cases of 12 for the sultana and cherry cake, and cases of 18 for the others.