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Cream cakes top buy for sweet toothed Brits

Sales of desserts on the rise

Sweet-toothed consumers have boosted sales of cream cakes and other chilled desserts, a report out today says.

Around £390 million of the ‘naughty but nice’ treats were sold in the UK last year – up 40 per cent since 2001.

Cream cakes are the shoppers’ favourite, according to market analysts Mintel.

Around £115 million worth were sold last year, taking a 30 per cent slice of the chilled dessert market.

Sponge puddings and trifles make up the top three most popular treats with 11 per cent and 9 per cent shares respectively.

Occasional treat

Mintel senior market analyst Vivianne Ihekweazu said consumers used the desserts as occasional rewards.

‘Undoubtedly the British still have a sweet tooth as the market for chilled desserts has seen a phenomenal increase in sales despite a growing obsession with healthy eating trends,’ she said.

Chilled custard sales rose by 22 per cent over the two years to 2006 to hit £11 million.

Cheesecakes enjoyed the fastest sales growth in the sector – up 57 per cent to £33 million in the two years to 2006.

Their popularity reflects the British desire for indulgent desserts to share, Mintel’s report says.

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