Manor axes low-fat cakes as sales sag

Manor Bakeries, maker of Mr Kipling cakes, is axing its low-fat cake range sold under the Weight Watchers from Heinz label, ten months after launch.

The decision follows disappointing sales and comes only weeks after other low-fat cakes from McVitie’s and Entenmann’s entered the market.

A trade source says: “To provide a product which has a health benefit you have to remove the ingredients which make a cake taste good.”

Manor Bakeries launched the Weight Watchers from Heinz Reduced Fat Chocolate Slices and Ginger Slices in September, backed by sampling and couponing in the Heinz at Home direct mail magazine.

It is understood the cakes were made under licence to the Weight Watchers label to avoid the risk of linking the products with the traditional Mr Kipling and Cadbury’s chocolate brands.