Lyons looks to expand into teatime cakes ranges

Premier Foods’ traditional cake brand Lyons is launching a new range of Teashop Classic Cakes, in an effort to capitalise on the growing teatime occasion.

The food manufacturer is looking to use the new variant to highlight Lyons’ baking heritage by displaying the date of the brand’s launch, to give consumers a feeling that they are in a teashop.

The new range comes as TNS research finds teatime treats is a growing category, with sales increasing 5% year-on-year . Cakes and Pastries are the largest category within the occasion, of which a key driver is large ambient cakes.

Lyons says its own research revealed that 34% of its cakes are consumed at teatime. It claims that the brand’s penetration is currently increasing by 8% year-on-year.

Simon Hawkes, head of marketing for Lyons, says, “Lyons has been making quality British cakes for homes and tea rooms for over 100 years, so is perfectly suited to launching a range of teatime cakes. We are looking to target older consumers, mums and families, who are looking for a familiar product to enjoy with a cup of tea at snack times. We’re expecting to drive incremental sales and encourage shoppers to trade up, based on Lyons’ strong heritage and branding credentials.”

Lyons Teashop Classics will be packaged in a window-topped box, to demonstrate confidence in the quality of the product.

Premier Foods’ Mr Kipling brand recently launched a new range of oat cake bars in a bid to tap into the competitive lunchbox category.

The company recently claimed that its most popular brands, including Hovis, Mr Kipling and Bisto benefited from supermarkets experiencing a bumper Christmas, and a healthy 2009.

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