Cake Angels’ home baking products are performing consistently well, says Emma Tomkins, the company’s Marketing Manager. “This year has been all about building our core range, driving innovation forward and developing some fantastic new Cake Angels products which we’re really excited to share – once they’re ready.

“We’re seeing a rise in the number of supermarket own label cake decorations available, however customers value the expertise of established brands such as Cake Angels who can continue to drive the category forward.”

There are many key trends coming up over the next year, according to Emma Tompkins, and social media has become a major source of inspiration for bakers to see what’s hot and what’s not! It’s easy to see how creative bakers are becoming and improving their techniques. You’ll see bakers using florals and foliage to decorate, creating “naked” cakes, using stunning mirror glazes and creating beautifully hand-painted cakes.

“At Cake Angels, we’ll be launching some fantastic NPD in the coming months to excite home baking shoppers and drive innovation into the category.”

As a market for home baking, Emma says Brits can be more health conscious than their counterparts in other countries but allow themselves to indulge now and again.

“We’re seeing more healthy alternatives used by bloggers and nutritionists to help bakers make more informed choices – while still doing and eating what they love. Using trending food such as avocado, beetroot and coconut sugar helps to create alternative “healthier” bakes – you really can have your cake and eat it! Using local products and working with British brands is also hugely important to customers.”

Cake Angels’ biggest selling products in large supermarkets are their pink and white mini marshmallows and cake decorations, along with their Disney and Crayola cupcake kits, which really inspire kids to get creative in the kitchen.

Emma Tompkins says there are a number of things retailers are doing to increase home baking sales, such as championing the baking community spirit, keeping an eye on new trends and promoting products accordingly.

“It’s also important to give consumers the opportunity to develop their skills in the kitchen by stocking fun and innovative new products to enhance their creations. Retailers can also partner with key charity initiatives such as the World’s Biggest Coffee Morning, which Macmillan Cancer Support organises, not only for a bit of fun but to give something back too.”

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