Big changes could be on the way to warm up the frozen cakes market, currently declining 2%. Heinz, which now has the McVitie's frozen dessert business under its wing, is keeping quiet about any plans it may have for the brand but senior brand manager Jan t'Lam says cheesecakes, which it dominates, are ideally positioned to capitalise on the trend for lighter products. "Addressing these trends and making products more relevant to today's consumers will guarantee success and drive the market back into growth," says t'Lam. Hibernia Foods, new owner of the Sara Lee brand in the UK since June, is starting to see its investment in building the brand pay off with a 5% growth in share over the summer quarter. It has just launched an extensive Christmas party range, encompassing chocolate, Black Forest, strawberry and sherry trifle gateaux, plus festive pastries and profiteroles. Retail commercial director Tony Hitchin says the range is just the start of developments designed to increase brand share and grow the category. {{FOCUS SPECIALS }}

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