In a year of home baking and little to celebrate, value went flat
Cake’s going stale. In a year of home baking and little to celebrate, value went flat. Own-label lines, usually the star of the show, suffered a near £20m decline. And while some big brands grew in value, much of that was down only to higher prices.
The home baking revival was a key reason behind the poor performance, says Scott Snell, customer VP at McVitie’s owner Pladis. “With shoppers trying their hand at homemade cakes and bakes, this had a knock-on impact on cake category sales.”