Fiddes Payne ships one-millionth Disney Frozen Cupcake Kit

"The sheer volume of sales of our Disney Frozen Cupcake Kit along with our 28 per cent market share prove that there is a huge demand for licensed home-baking produce, especially within the kids activity sector."
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Home Baking specialist Fiddes Payne has celebrated shipping its one-millionth Disney Frozen Cupcake Kit.

Fiddes Payne has enjoyed 58 per cent YOY value growth in the kids activity baking sector in the past 52 weeks leading up to March 1st 2015, and this has been driven by licences such as Frozen, Spiderman, Mickey and Minnie Mouse, Princess, Monsters, Toy Story and Cars.

Frozen has been the biggest driver of this change and in the 12 weeks prior to March 1st 2015, it had taken 28 per cent of the market share by value - making it the biggest selling property in the whole kids activity line up, twice as big as its nearest performer Minions with 14 per cent in the same period.

"With the popularity in home-baking continuing to grow and the country gripped by Disney's Frozen, we knew the line would be a success but couldn't have anticipated how successful," said Mark Grahame, commercial director at Fiddes Payne.

"The sheer volume of sales of our Disney Frozen Cupcake Kit along with our 28 per cent market share prove that there is a huge demand for licensed home-baking produce, especially within the kids activity sector.

"We're extremely proud of our long lasting licensing partnership with Disney and hope to continue working with them to produce products, which carry through their family message from screen to shelf."

To celebrate reaching the milestone, all ninety-seven Fiddes Payne staff donned outfits and masks of their favourite Disney Frozen characters and took part in frozen themed activities throughout the day.

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