Bettys & Taylors of Harrogate is launching an extra-moist chocolate cake in response to complaints from shoppers about how dry other products on the market are.
The chocolate & orange cake, which hits Waitrose shelves this week, contains more butter and chocolate to give it a moist texture and no artificial flavours or colourings.
The company developed the cake after it ran a focus group last summer and found people wanted more moisture and chocolate, said Alistair McIntosh, sales and marketing manager.
Sales of the company's cakes and biscuits rose 30% to £5m in the year to December, according to Nielsen.
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