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Mary Berry reignites nation’s love of loaf cake with own licensed ranges

Mary Berry has brought the British loaf cake industry rising out of its slump of late and back to its place at the table of the nation’s favourites, thanks to the popularity of her officially licensed Mary Berry cake range with Finsbury Foods.

This was the take home message from this week’s press event, at which – surrounded by the luxury interior of Mayfair’s Claridge’s – Berry introduced her latest collection of baked treats that included specially designed celebration cakes and of course, new recipe loaf cakes.

Not a soggy bottom was in sight as members of the UK food and licensing press joined buyers from the likes of Tesco and Co-op, as well as representatives from Finsbury Food and the team responsible for licensing out the Mary Berry name, for an afternoon tea hosted by the Queen of Cakes herself.

Indulgent Chocolate and Honeycomb, and Strawberry and Rose cupcakes sat alongside other new lines from the former Bake Off star, including Raspberry Ripple cake, a Coffee Toffee Cake, and a celebratory centrepiece featuring Mary Berry’s signature White Rose.

But among the luxurious line-up was a double helping of a loaf cake, new recipes that now belong to a line that, according to Berry and her team, have performed wonders for the UK’s sliding loaf cake sales, reinvigorating the market and bringing the one-time considered obsolete cake style back from obscurity and into the limelight.

“Loaf cakes have gone through a bit of a funny patch of late,” a spokesperson told Licensing.biz. “People have viewed them as a bit old fashioned, as a bit of an old person’s cake.

“But the calibre of recipe and the name that Mary has brought to that market with her own lines has pulled it right back and reignited the country’s love of this traditional cake.”

This extends beyond Mary Berry’s own licensed loaf cake lines, and across the loaf cake market as a whole.

“Retailers have told us that thanks to the popularity in that style of cake that Mary has instilled, they have seen a lift in their brands, too. Mary has brought the loaf cake industry back to life. It’s one of her favourite, and she has put a lot time, energy and effort in getting each recipe exactly right – just like she does with every recipe in the cake line – so it is wonderful to think that Mary Berry has played a hand in inspiring us all back to this particular cake market.”

Berry herself played host to the afternoon tea and cake sampling session, during which she addressed attendees with a short speech about the range, the ingredients she has chosen and her hopes for the line.

“It was a long, thought-through process getting the recipe right, and I and the close team around me have made sure to use only the best ingredients for each – the only way I’d be completely happy with the range,” she said. “I hope you enjoy them, and I hope those close to you enjoy them as much and they sell well.”

A partnership now four and a half years down the line, Mary Berry first launched her own cake range to the market in 2017. The Mary Berry brand has been a strong performer amid Finsbury Food’s vast range of licensed celebration cakes since.

About Robert Hutchins

Robert Hutchins is the editor of Licensing.biz and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent some six years with both ToyNews and Licensing.biz, and what now seems like a lifetime surrounded by toys. You can contact him by emailing robert.hutchins@bizmedia.co.uk or calling him on 0203 143 8780 You can even follow him on Twitter @RobHutchins3 if ranting is your thing...

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