Miniature frosted cakes have taken the UK by storm in the past 10 years. The market is flooded with cupcakes in retail, foodservice, the home-baking sector and specialist cupcake stores. But times are changing. Some major cafe chains have stopped selling cupcakes, while supermarkets are stocking fewer lines. Retail sales of cupcakes have fallen for the second year running in volume terms, according to Kantar Worldpanel (see box), although higher price points have driven a surge in value sales.
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