Dr Oetker is aiming to tap booming sales of cake decorations with two lines for Valentine’s Day.

With sales of edible cake decorations up 21.3% year on year to £16.6m [IRI 52w/e 7 December 2013], the company is this week rolling out Sugar Hearts (rsp: £1.29/35g) and Heart Marshmallows (rsp: £1.89/100g).

“Occasions are a key prompt to baking and consumers are looking for new inspiration,” said executive marketing head Gill Davies.

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