The cake bar sector has experienced growth of almost 10%, contributing the most value to the cake market this year. This is closely followed by the smaller slices sector, which achieved 14% growth. All the slices featured in the top 20 have achieved double digit growth of over 25%. Just outside the top 20, Mr Kipling Angel Slices have experienced a value increase of more than 90%. Brand extensions continue to be the driving force behind the market. McVitie's has teamed up with Mars to launch a range of cake products as extensions to well-known brands such as Galaxy Muffins and M&M's Brownies. This is in response to the success of Manor Bakeries' Cake2Go range launched last year, which combines Mr Kipling's cake expertise with Cadbury's brands. Currently situated near the sandwich fixture in stores, this is an under-exploited opportunity for growth in impulse cakes with these two manufacturers being the main competitors in this area. McVitie's has continued to expand its Go Ahead! range, adding Chocolate & Orange and low fat muffins. Milk Shake Cake bars under The Simpsons licence and Penguin Cake bars as an extension to the biscuit brand have also been launched this year. Nestlé has also extended its cake presence with the launch of Yorkie, Rolo and Rowntree branded muffins in August. Larger cakes in the form of After Eight, Smarties and Wonka Nerds brands were launched in November. These novelty cakes are designed to put some life back into the whole-cakes sector, which has seen a value decline of almost 2%. While Cadbury's Mini Rolls remain at the head of the market, outselling the next bestselling brand by almost four times, it is Mr Kipling who dominates the top 20. A major relaunch and repackaging in March 2001 of the whole Mr Kipling range has proved exceedingly popular, with all of the 10 Mr Kipling products in the top 20 experiencing value growth. This year Mr Kipling made a television appearance in a new range of adverts (although his face is never shown), and a new internet site was launched in February. {{P&P }}