Making cakes great trends and tips.

Making cakes great

After two years of disrupted trading, trends that are currently shaping cake and dessert demand include the desire on the part of consumers for a premium treat, as well as something that is still healthy, and if possible, that’s available in a to go format.

When will you serve yours?

FLAVOURS

“Her Majesty the Queen’s Platinum Jubilee will see some clear fl avour trends for cakes this summer with plenty of options for coffee shop owners to capitalise on,” says Jacqui Passmore, marketing manager at Dawn Foods UK and Ireland.

“After the last two years of restrictions, it is a time to celebrate, and the Jubilee will see red, white and blue patriotic icings, fi llings and fl avours as well as a focus on the teatime classics – shortbread, scones, Victoria sponge, as well as botanical and fl oral fl avours in cakes and icings such as rose, elderfl ower, lemon and lavender.

“Hybrids remain big news in both fl avour and format, often featuring indulgent chocolate fl avours combined with fruit notes or luxury caramel fl avours, such as salted caramel or golden blonde chocolate, and fl avour of the moment, caramilk.

“Dessert-cake-biscuit mash ups such Lemon Meringue Muffi n, Caramelised Biscuit Layer Cake or Cherry Bakewell ‘Biscake’ have been seen in the market as well. And as far as hybrid formats are concerned, many artisanal bakeries are driving the hybrid format with new ideas such as Croffl es (croissant and waffl es), Baissants (bagel and waffl es) and Scuffi ns (scone and muffi n) being the latest.”

“As the saying goes, we eat with our eyes, and that’s never been truer than when talking about cakes,” says Karin Janssen, bakery expert and business development manager at leading ingredients supplier Henley Bridge.

“The trend at present is for ‘loaded’, hand-fi nished cakes, piled high with edible décor. With so many options available, it’s an easy way for operators to put their own stamp on their products and create something that is truly unique.

“Think about chocolate cakes dripping in chocolate icing and adorned with a variety of chocolate décor, which not only looks amazing but taste amazing too! Henley Bridge offers a wide range of chocolate décor from the world’s leading manufacturers, including Dobla, Chocolatree, Hillbo, Barbara Décor and Belcolade. From rizo curls in a wide range of colours, to rosettes, stars, roses, batons, marbled twister rolls, petals, coffee beans, the sky is the limit.

“Also consider tailoring your décor to suit the season. Pink chocolate fl amingos, fl owers and butterfl ies are picture perfect for the summer months, whilst Halloween and Christmas themed designs will give you the edge in the autumn and winter.

“Nuts are viewed favourably by health-conscious consumers looking for high protein inclusions and toppings, and we’re also seeing reduced sugar chocolates, such as Belcolade’s 30% reduced, coming to the fore, as well as demand for chocolate with ethical credentials, such as the Republica del Cacao and Chocolat Madagascar ranges.

“For vegans, Belcolade’s new milkalike chocolate is a fantastic product, which also boasts sustainability credentials via the brands Cacao-Trace programme. Branded chocolates, biscuits, mini doughnuts and sweets are equally at home atop of cakes, arranged beautifully to satisfy the most ardent Instagrammers. Moving away from chocolate, fl oral toppings such as Sosa’s crystallised rose petals, and crystallised fruits are an elegant way of trimming your bakes.”

“Strawberries and cream is a very classic British combination which always works well on any summer menu,” suggests Gordon Lauder, MD of frozen food distributor Central Foods, who have just unveiled their new Menuserve Strawberry and Prosecco Meringue Roulade ready for this year’s summer of celebration.

“It’s ideal for traditional annual summer events such as Wimbledon and the Henley Regatta, and makes the perfect addition to an afternoon tea. The hand-rolled roulade is made of pink strawberry fl avoured meringue, which is fi lled with fresh whipped dairy cream fl avoured with real Prosecco, and a home-made strawberry compôte. It’s fi nished with an eye-catching, velvety dusting of dried raspberry pieces to create a superb dessert that’s suitable for vegetarians and gluten-free customers too. “Choosing frozen cakes and desserts helps to prevent unnecessary wastage and ensures that cafés always have a supply of ‘fresh’ products available. Evidence suggests that sweet treats have become more popular during the pandemic. Data from online takeaway platform the Foodhub, for example, shows that desserts overtook traditional fast food favourites including pizza, kebabs and curry as popular takeaway items during summer 2021. This ties in with data from the NPD Group, which shows that during the pandemic consumers spent more on treating occasions than they previously had.

“With many cafés operating a more streamlined menu, it will help to avoid menu proliferation if you opt to include cakes and sweet treats that will suit a range of dietary requirements. There are some fantastic sweet products that are suitable for free-from customers and they taste so great that they are sure to go down well with all diners - our new Strawberry and Prosecco Meringue Roulade being suitable for coeliacs and vegetarians, for example.”

TO GO

In launching its brand-new campaign – Everyday Inspiration To Go – Callebaut says that it is offering operators solutions on how to make the most of the takeaway and delivery market with chocolate-based desserts (as part of the campaign, the Callebaut Chocolate Academy has perfected 10 indulgent and channel-specifi c chocolate dessert recipes to meet this growing consumer

demand for to go options).

The campaign is comprised of recipes that can be used across multiple outlets including cafés, pubs and QSRs. Chocolate Popcorn, Best Chocolate Tartlets, Iced White Chocolate with Strawberry Swirl and a Breakfast Granola Pot being just a few of the chocolate-based desserts that have been developed for the to go occasion.

During the pandemic, operators made a shift to adapt to delivery and takeaway. Today, this market continues to offer operators the opportunity to uplift profi ts. With more than 60% of consumers preferring chocolate as their number one fl avour of to-go desserts, according to Callebaut 2022 Dessert Report, CGA Data, operators should consider incorporating chocolate as an ingredient in their desserts to appeal to a mass market.

Whether this be pubs offering Callebaut’s Brownie Fingers or QSRs offering Callebaut Chocolate Cookie Ice-cream Sandwiches, operators can maximise sales by incorporating a to go dessert to their menu (in fact, £18,000 of additional turnover per year can be generated by offering to-go desserts, their Callebaut 2022 Dessert Report indicates).

Offering menu items that can tie in with an occasion is an effective strategy

NEW BAKERY PACKAGING CONCEPT REDUCES CO2 EMISSIONS BY A THIRD

Viipurilainen Kotileipomo is a nearly 100-year-old company that produces pastries and artisan breads from local ingredients using traditional methods, and when the bakery was looking for a new solution for its cake packaging, its key criteria were to reduce the environmental footprint of the packaging, and to make assembly quick and easy.

Viipurilainen Kotileipomo and Metsä Board’s packaging design team based at Metsä Board’s Excellence Centre jointly developed a resourceeffi cient and 100% recyclable bakery packaging. The new eye-catching packaging reduces material requirements by 25%, and carbon dioxide emissions by 34% compared to the previous packaging, claim the two companies. At the same time, the bakery was able to reduce its use of plastic by moving away from a PE-coated board. In addition to the environmental benefi ts, the design of the new bakery box makes it quicker and easier to assemble.

“Packaging sustainability is important to us and our customers, and it’s great to be able to spread the word about reducing plastic and promoting recycling. The whole product development process was carried out in a structured way at the Excellence Centre and the new stylish packaging was quickly brought to market,” says Teppo Ylä-Hemmilä, bread artist and innovation director, Viipurilainen Kotileipomo.

“The new concept is an excellent example of innovative solutions made possible by joint brainstorming. In designing the packaging, we used a virtual model at our Excellence Centre to quickly and accurately visualise the material, structure and its sustainability,” says material, structure and its sustainability,” says Ilkka Harju, packaging services director, EMEA Ilkka Harju, packaging services director, EMEA and APAC, Metsä Board.

The bakery packaging is made of lightweight The bakery packaging is made of lightweight MetsäBoard Prime FBB EB, a dispersion coated MetsäBoard Prime FBB EB, a dispersion coated barrier board, which can be recycled using paper barrier board, which can be recycled using paper or paperboard collection waste streams. The or paperboard collection waste streams. The MetsäBoard Prime FBB EB board is thick MetsäBoard Prime FBB EB board is thick and resistant to grease, which is key for food that naturally have a high fat content such as pastries and cakes. for operators to secure a dessert order. Nearly 85% of consumers opt for dishes that can be shared, their research has revealed, and that can be consumed for celebratory occasions. Thus, Callebaut’s Everyday Inspiration To Go campaign features options such as a Chocolate Afternoon Tea and Chocolate Pizza, which can be customised with different fl avoured chocolate and toppings like fresh fruit for a seasonal twist, they propose.

Their research also shows that Millennials and Gen Z in particular base purchasing decisions around a healthy lifestyle, yet are still craving indulgence. Recipes such as Callebaut’s Protein Balls offer a balance both as they are packed with dried fruits and nuts before being coated in delicious indulgent with rich Callebaut 811 Dark Chocolate, the company point out.

Vincenzo Mangano, sales director gourmet at Callebaut UK & Ireland comments: “At Callebaut we understand that keeping our fi nger on the pulse of consumer trends helps our customers grow their businesses. Chocolate remains a key dessert fl avour and our latest campaign, Everyday Inspiration To

Go, offers operators chocolate dessert solutions to help them maximise their profi ts for the lucrative to go occasion.”

RETAILING TIPS

Traiteur de Paris is an established family owned pâtissier based in northwest France. With a team of experienced pastry chefs, they use traditional artisan skills to produce pastries, cakes, desserts, canapes and vegetable side dishes for foodservice businesses around the world.

With their fi nest ingredients featuring pure dairy butter, free range eggs and French fl our, their gourmet creations are also hand fi nished, giving an artisanal edge which customers appreciate. Their recipes are simple, say the company, with just a few quality ingredients, like the way you may bake at home, given the opportunity, and their range is aimed at those lucrative sweet snacking opportunities through the day, whether eaten in or on the run.

Their La Bakery range includes traditional French ‘small cakes’ (such as the new chocolate and banana cake), Madeleines (pure better, lemon and chocolate, available in two sizes) and Financiers (chocolate and hazelnut,

Robert Preece (pictured), UK and Ireland sales director for Traiteur de Paris, has the following tips for coffee shops looking for ways to drive more profi t from cakes and pastries.

Discover our Bakery Range!

Exclusive classic French patisserie for coffeeshops

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www.traiteurdeparis.co.uk

almond, plus a vegan option, almond and raspberry). Their new Brioche Apple Pie contains 51% apples and is their take on a classic, say the company, but with a twist. Made from a blend of puff and brioche pastries, and topped with apple quarters to give a rustic look, this dessert can be served warm with cream, ice cream or crème fraiche. Other La Bakery lines include pancakes, macarons and a choice of mini desserts for the Café Gourmand menu.

Don’t throw your profi ts away

The biggest drain on profi ts in a coffee shop is likely to be food wastage. To avoid throwing profi ts away – literally - it is important to have a system for managing stock based on a fi rst in, fi rst out basis. Stock taken out of storage should be used in rotation. Display products with an earlier sell by date at the front and move items with a later sell by date to the back of the shelf. Replenish stock through the day moving items forward from the back of the shelf to prevent unnecessary and costly food wastage.

Defrost frozen items little and often based on anticipated demand to avoid a buildup of unsold product. Also look for products with an extended secondary shelf life of three to fi ve days to give greater fl exibility.

Visual appeal

Remember that customers buy with their eyes, so keep cake and pastry displays visually appealing to help increase impulse purchases. We are really looking for the wow! factor here, so create a stunning display with bestselling lines that catch the eye.

Break up colours and mix up fl avour profi les for maximum impact. The cake display should look irresistible and there really should be no reason why a customer sits down with just a coffee!

It’s the movement of air that causes food items to go stale so put perishables such as cakes, pastries and cookies under a cloche so they keep fresher for longer.

Display cabinets may be worth investing in, particularly if the site has poor natural light. There are lots of options available which not only help customers see exactly what’s offer but they can elevate the perceived product quality too.

Research has shown that the middle of the right-hand side of a display cabinet is the ‘hot spot’ that consumers are naturally drawn to. This makes it the ideal place to display key products. Never leave this area empty as it will have a negative impact on customers.

A great offer

In terms of what makes up a great cake offer, aim to have a cross section of product categories incorporating the popular fl avour profi les as well as a mix of more trend led options. Don’t underestimate customers. They love to experience something different so experiment with by offering something a little different to the ubiquitous muffi ns and brownies.

Price strategy

One of the most important things to consider is pricing strategy and how it may affect buying decisions and the perceived value of the products on offer.

Think about the psychology of price points. In a price tag of £1.89, the one is the most important fi gure. We read from left to right so when we see a price of £1.89, we see the £1 fi rst and perceive the price to be closer to £1 than £2. So, setting prices lower than a whole number can be a valuable way of encouraging customers to part with their cash.

Another interesting fact is that the way that pricing is displayed can have an impact on how customers perceive a product. An item priced at £4.00 as opposed to £4 will appear more expensive, even though the cost is the same. This is because subconsciously the longer prices take more time to read.

Ending a price in nine is also very powerful. Something priced at 99p convinces customers they are getting a deal. If you have an item in store costing £1, reduce it to 99p and see if you notice any increase in sales. You may be pleasantly surprised.

Promotion

I’m a big fan of using a sales promotion to introduce a new product line and a great option when launching a cake range is to offer a free hot drink. It might seem overly generous but the actual cost of a coffee to the operator is pence. However, the perceived value of a free coffee to the consumer is very high and will help generate goodwill and encourage brand loyalty amongst customers.

I’ve also seen some coffee shops run a ‘cake of the week’ as a way to assess a potential new product before committing to it. Adding a new product as a special for a week creates an opportunity see whether it’s likely to sell in volume, before committing to placing a volume order. It’s a way to add interest to the menu and regular customers look forward to seeing what’s on the specials board that week.

Customised cookies

Back in October 2019, when Joanna Thomas’s son asked her for themed cookies as gifts for his birthday party guests, always being creative, she accepted the challenge and made them by hand. They turned out to be a big hit, and she received requests to bake more for her family and friends.

During the next year, her business (Hokey Cokey Cookies) evolved, and she opened an online shop for bespoke iced cookies where she not only sells themed cookies for birthdays, weddings, Halloween, Valentine’s Day or Christmas but also ’paint your own cookies’ sets and more recently business logo ‘corporate’ cookies.

Previously, Joanna Thomas hand drew the images on the cookies, an expensive process in terms of time and materials (it takes so long to hand draw individual images on individual cookies and edible ink pens are not as reliable as expected, as the ink dries and the pen nibs break too frequently, she reports).

In May 2021, however, she read about the Eddie Edible Ink Printer from US manufacturer Primera Technology, Inc. in various American cookie forums she is a member of, and where she learnt that unlike other available printers on the market Eddie prints directly and in full-colour with certifi ed ink onto cookies, candy, white chocolate, biscuits, macarons, marshmallows, smarties-like sweets and much more. Print objects can be transported to the printer either manually or automatically with the help of a carousel plate.

DTM Print designs the trays specifi cally for Eddie. As an international OEM and solution provider for printing systems DTM Print not only offers own printing solutions, but also works closely with well-known manufacturers like Primera Technology. The company then sells these products and services in the entire EMEA region, including the UK, through authorised resellers and distributors like Electronic Reading Systems (ERS). DTM Print also offers the service to produce trays according to customer specifi cation.

Eddie has been designed for professional and semi-professional users and keen hobbyists who want to take their creativity to the next stage by helping to increase production and profi t margins, and offering greater customisation and personalisation.

Depending on the feeding mode, different print widths and heights are possible. If used with the included carousel feeder, for instance, Eddie can print a suitable food item with a maximum diameter of 89 mm and 20-25 mm height. The manual mode extends these parameters to a maximum of 120 x 120 mm and allows thicker items with a maximum height of 27 mm. By using the manual feed and one of the custom trays, the production of multiple items in one run is easy, precise and depending on the item faster too. Joanna Thomas uses both - several trays in combination with the manual feed for different shaped cookies as well as the carousel plate for large repetitive orders.

Since she purchased Eddie Joanna Thomas reports that her business has evolved quickly to the next level. At least once a day she uses Eddie not only to produce the ‘logo cookies’ for small local and large corporate companies in very large quantities but also to print her ‘paint your own cookies’ sets and samples of her new products. Eddie has also allowed her to accept last minute orders because they are so quick and easy to print. In total she produces 1,500 cookies per month, and this is rapidly increasing, so much so that she is now considering a second Eddie printer in her business set-up.