Finding ‘opportunity spaces’ in ambient cake with Bord Bia

Brian Carruthers

The ambient cake category is seen as old fashioned and has experienced a decline in purchase intent.

Who doesn’t like a bit of cake? They do at Bord Bia, the Irish Food Board, and they’ve noticed a few trends in the category. “We've seen a return of the éclair and afternoon tea is something we’ve started to celebrate once more,” according to Grace Binchy, consumer insights specialist for the organisation whose remit is to develop markets for Irish food and drink.

Alongside that element of tradition, she highlighted “cake as art” and unusual flavour merging, such as beetroot with chocolate, as well as a desire for fewer, more natural, ingredients and fresher cakes, all of which present...

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