In 1997 the retail market for ambient packaged cakes and pastries was worth f930 mn, with unwrapped cakes and pastries accounting for an additional f248 mn. Market value in the packaged sector has increased by 20 per cent since 1992. Within the packaged cake market, the most dynamic sector has been individually- Wrapped products such as cake bars, which fit in with current work-dominated Lifestyles and can be eaten on the move. In 1997 sales of cake bars stood at F56 mn. The recent success and heavy promotion of the American brand Entenmann's has Injected some life into the premium end of the large/whole cake sector and Grocery multiples such as ASDA have followed suit by introducing their own Premium "American" brands.
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