HMC & MD 2022 Brochure by MademoiselleDesserts

Product Guide

2022

We’re The Handmade Cake Company. Our dedicated team of skilled bakers bake delicious handmade cakes, traybakes, loaf cakes, scones and wrapped slices for coffee shops and restaurants across the UK and internationally. Since 1983, we’ve been using high quality, trusted ingredients and large scale ‘traditional’ kitchen tools to create authentic cakes that chefs would be proud to call their own… ...and many do!

Photography: Adrian Wroth. Styling: Rosie Hopper. Locations supplied by Brown Bage Cafe.

Hello!

Round Cakes

ies

Co ok

Loaf Cakes

Traybakes

30 6 28 48 51 52 ca ray ke

Mini Cakes & Cupcakes

54 60

Cakes to go

r Gl u t e n F

Vegan

62 66 68 Scones

Range Details

Get in touch www.handmadecake.co.uk hello@handmadecake.co.uk 01628 779057 3

What’s New for 2022?

p19 - Gluten Free & Vegan Nutty Flapjack p20 - Belgian Chocolate Crispy Bar

p12 - Salted Caramel & Honeycomb Brownie 4

p37 - Cherry Genoa Cake 9”

p26 - Lemon Bar

p41 - Battenberg Layer Cake 9” 5

Delicious

Traybakes made by

Hand

raybakes are the most consumed type of Sweet Bakery items in the UK Out Of Home Market (Derived from Consumption Occasions Lumina Intelligence). The category has broad appeal and is famous for its classic treat aspect, but also its convenient format, making it a very versatile option that can be sold across different channels and dayparts alike. At the Handmade Cake Company, Traybakes are what we do best! From our flagship, award-winning Caramel Shortcake to our incredibly gooey Gluten Free Brownie, we have built our reputation on best in class, handmade traybakes. With market and consumer insights at the forefront of our NPD process, we’re also making sure our range features more than the classic traybakes your customers would expect. In line with current trends, we’ve recently developed products inspired by the nostalgia and American cuisine trends, as well as the healthier eating movement with an ever growing number of gluten free and vegan options that do not compromise on quality and taste.

A Cut Above the Rest When we pre-cut the traybakes, we do not cut through to the packaging. So run a sharp knife through our incisions to ensure a clean break.

Cut A The L long ines

Honeycomb Tiffin

Crushed digestive biscuits, toffee pieces and honeycomb, bound together in a milk chocolate toffee fudge mixture, topped with milk chocolate and sprinkled with more honeycomb and toffee pieces.

074509 / 12 TRIANGLES

Best Selling Caramel Shortcakes Our Caramel Shortcake remains one of our bestselling lines. It’s a true classic and we think ours is the best out there, and many of our customers agree. How do we make it taste so good? Every day, we make our caramel from scratch following a traditional recipe with no steps removed. We spread the Belgian chocolate on top the same way we always have, with the back of a spoon. It’s this kind of dedication to detail that ensures every slice is a true delight to look at, hold and of course, eat.

Caramel Shortcake

Our signature caramel sandwiched between a shortcake base and a rich Belgian milk chocolate, creates this twice award-winning, best selling traybake.

071157 / 12 TRIANGLES

1 Tiramisu Slice

A sticky coffee flavour caramel sandwiched between a cocoa shortcake base and cocoa-dusted creamy white chocolate.

076374 / 12 TRIANGLES

2 Gluten Free Caramel Shortcake

A gluten-free version of our best-seller! Our own caramel sandwiched between a gluten-free shortcake base and rich Belgian milk chocolate.

075513 / 15 SQUARES

3 White Chocolate Caramel

Shortcake

Our signature caramel and shortcake base, but this time topped with a smooth and creamy white chocolate.

073274 / 12 TRIANGLES

4 Classic Butter Shortbread A classic all butter shortbread made to a traditional recipe and sprinkled with caster sugar.

2 4

070181 / 12 RECTANGLES

Brownie

Points! Other

31% 48% Chewy

Favo

urite

1C7ak%ey brow

Fudgy

nie t extur e

1st

Warm with Icuece Cream and Sa

d r 3 d 2n

h Ice it w ld o C h Warm wit Cream and Sauce Cream

Source: Mademoiselle Desserts Onepulse Survey 2021

ved r e s m e th e v a h to y a w e it Favour

38%

Chocolate Brownie

Brownie

Brownie Which of the following st appealing? flavours do you find mo

1 0 % Raspberry Brownie

24%

el Salted Cnaiream Brow

9 % Cherry

17%

Speculo os Brownie

Salted Caramel &

Honeycomb Brownie

Here it is! Part of our success was built on our Brownie expertise and our ability to deliver a great mix of textures, delicious free from alternatives but also exciting flavoured twists on this all time classic. But for our brownie collection to get closer to perfection we still needed a great Salted Caramel version delivering on all identified aspects of what consumers are expecting from a memorable brownie experience. We’ve put our heart, soul and experience into this one and really feel it will be a game changer for our customers and their customers, but we’ll let you judge, as per the saying, the proof is in the pudding brownie.

Salted Caramel & Honeycomb Brownie A rich fudgy toffee flavour chocolate brownie topped with salted caramel, toffee and honeycomb pieces and finished with spirals of dark chocolate.

F070266 / 15 SQUARES

Twisted

Classics According to our research, brownie is the most consumed type of traybake in the UK. But most represented profiles don’t leave much space for innovation and variety. We know consumers want choice & innovation, we also know they want the latter delivered in a low-risk way. Classic recipes with a refreshing modern twist are delivering just that!

Bountiful Brownie

A fudgy chocolate brownie with cocoa nibs topped with a moist coconut sponge. Finished with a layer of dark chocolate ganache and sprinkled with desiccated coconut.

079757 | 15 SQUARES

Fudgy Br ownie bas e

Intense ganache sprinkled with coconut flakes

Soft coconut layer

Crunchy nibs! 15

An all-butter fudge brownie made with a lot of chocolate! Full-on taste but not bitter.

074363 / 12 TRIANGLES

Bountiful Brownie

A fudgy chocolate brownie with cocoa nibs topped with a moist coconut sponge. Finished with a layer of dark chocolate ganache and sprinkled with desiccated coconut.

079757 | 15 SQUARES A rich vegan sour cherry flavour chocolate brownie with dried sour cherries. Jewelled on top with freeze-dried cherry pieces and striped with a dark chocolate drizzle.

079184 / 15 SQUARES

Gluten Free Chocolate Brownie

Our best-selling gluten-free traybake as well as a Great Taste Award winner! An all-butter recipe with 26% dark chocolate. Excellent cold or served warm as a dessert.

n ow r B

Vegan Sour Cherry Brownie

e at l o c ho C sic as

Indulgent Brownies

Classic Chocolate Brownie

075520 / 15 SQUARES

Salted Caramel & Honeycomb Brownie A rich fudgy toffee flavour chocolate brownie topped with salted caramel, toffee and honeycomb pieces and finished with spirals of dark chocolate.

F070266 / 15 SQUARES

Boston Brownie

A moist chocolate fudge brownie topped with loads of dark chocolate chips.

070273 / 12 TRIANGLES

Gluten Free & Vegan Praline Chocolate Brownie

A truly indulgent vegan and glutenfree praline flavour chocolate brownie sprinkled with crunchy hazelnuts. We purchase a volume of cocoa from Rainforest Alliance Certified TM farms equivalent to the volume used in this product to help protect the environment and ensure sustainable livelihoods for coca farmers and their families. For more, see: www.ra.org/mb.

078361 / 15 SQUARES

Gluten Free Chocolate Brownie

Bountiful Brownie

Vegan Sour Cherry Brownie

on st Bo nie ow Br

Salted Caramel & Honeycomb Brownie

Gluten Free & Vegan Praline Chocolate Brownie

Oaty traybakes, the perfect morning snack!

51%

% of breakfa st servings cho sen for health b enefits:

43%

32%

31% 27%

26%

The morning daypart is the number 1 moment for healthy snacking: - almost 1 in 2 snacks consumed being “healthy” this time of the day. - fibre intake is on an upward trend, driven by consumers seeking functional benefits in food. (+9.5% in the UK in 2020) Source: The Grocer via Kantar 2020

Caramel Heaven

A flapjack base covered with our signature caramel, topped with a generous helping of cranberries, dark chocolate chunks, sunflower and pumpkin seeds.

073373 / 12 RECTANGLES

Dry pulses & cereal

Nuts

Source: The Groc

Dried Fruits

Olives

Yoghurts

er via Kantar 20

Honey

1 Gluten Free Flapjack

A rustic gluten free flapjack made with rolled and jumbo oats and plenty of golden syrup.

078354 / 15 SQUARES

2 Gluten Free & Vegan Maple & Pecan Flapjack 1 2

A rustic gluten-free maple flavour flapjack made with rolled and jumbo oats, crunchy pecans and plenty of golden syrup.

079078 / 15 SQUARES

3 Granola Slice

Raisins, dried apricots, pumpkin and sunflower seeds, fused together with oodles of golden syrup to make this buttery oat slice.

072802 / 12 RECTANGLES

4 Gluten Free & Vegan Nutty Flapjack

A gluten free flapjack with sunflower seeds, topped with roasted hazelnuts, flaked almonds and pumpkin seeds.

F070013 / 15 SQUARES

Gorgeous

Tiffins

1 Honeycomb Tiffin

Crushed digestive biscuits, toffee pieces and honeycomb, bound together in a milk chocolate toffee fudge mixture, topped with milk chocolate and sprinkled with more honeycomb and toffee pieces.

074509 / 12 TRIANGLES

2 Mint Tiffin

Crunchy digestive biscuits smothered in a peppermint flavoured chocolate mixture, topped with a green peppermint and white chocolate ganache and finished with swirls of dark chocolate.

079702 / 15 SQUARES

3 White Chocolate &

Cranberry Tiffin

Crushed digestive biscuits, walnuts, glacé cherries and cranberries fused together in a white chocolate fudge mixture and topped with white chocolate and more cranberries.

072420 / 12 TRIANGLES

4 Belgian Chocolate Crispy Bar

Rice crispies bound with milk and dark chocolate, topped with a layer of milk chocolate and finished with milk chocolate jazzies.

F070280 / 15 SQUARES

4 3

Rocky Road

Digestive biscuits, mini marshmallows and raisins bound together in a rich chocolate fudge mixture and dusted with icing sugar.

072833 / 12 RECTANGLES

3 22

Deliciously Nutty Slices

1 Maple & Pecan Slice

Crushed biscuits, rolled oats and pecan nuts wrapped in a maple flavour syrup, melted caramel and mallow, covered in dark chocolate.

070099 / 12 TRIANGLES

2 Chocolate Fruit & Nut Slice

Crushed digestive biscuits, sultanas, walnuts and glacé cherries bound together in a chocolate fudge mixture, topped with dark chocolate and finished with a feathered milk chocolate drizzle.

070037 / 12 TRIANGLES

3 Salted Caramel & Nut Slice

A shortcake base, topped with our sticky caramel, with roasted hazelnuts and pecan nuts, and a little smoked Cornish sea salt. Finished with a milk chocolate drizzle.

074875 / 12 TRIANGLES

4 Gluten Free Pecan & Walnut Slice

A gluten-free shortcake base with gooey treacle caramel topping, studded with chopped walnuts and pecan halves.

076329 / 15 SQUARES

4 23

Fruity

Slices

a lighter kind of indulgence

1 Lemon Drizzle Slice

An all butter sponge with lemon oil and lemon curd, infused with a lemon syrup and finished with crunchy nibbed sugar and a drizzled lemon icing.

070259 / 12 RECTANGLES

2 Lemon Bar

A buttery shortcake base with a sharp baked lemon topping, decorated with cornflowers.

F070310 / 15 SQUARES

3 Black Cherry & Almond Slice

Our buttery shortcake layered with crushed black cherries, topped with an almond sponge and generously finished with flaked almonds.

071386 / 12 TRIANGLES

4 Apple Shortcake

A Bramley apple filling, sandwiched between two layers of moist butter shortcake, sprinkled with plenty of demerara sugar.

070174 / 12 TRIANGLES

5 Vegan Apricot, Orange & Almond Slice

A shortcake base, layered with apricot jam filling and topped with flaked apricots and oats.

077975 / 15 SQUARES

6 Gluten Free Lemon Drizzle Slice

A gluten-free lemon sponge with nibbed sugar, drizzled with lemon syrup and decorated with lemon icing.

076381 / 15 SQUARES

7 Raspberry & Coconut Slice

A buttery shortcake base spread with lashings of raspberry jam, and topped with a thick layer of toasted coconut.

070167 / 12 TRIANGLES

8 Gluten Free & Vegan Blackcurrant Crumble Slice

A vegan, gluten-free slice sandwiching a sticky blackcurrant jam between a shortcake base and crunchy oat crumble.

077517 / 15 SQUARES

6 5

8 7

Lemon Bar

Our research into consumer behaviour has highlighted the importance of seasonality, healthier indulgence and creations that are new and exciting when it comes to dessert consumption frequency. When looking at strengthening our traybake category for 2022, we really felt there was an opportunity to develop a product that would be at the crossroads of all those consumer needs: our new Lemon bar is a genuinely fruity and fresh traybake option, borrowing from the Classic Tart au Citron with regards to feel and texture but under a traybake format for greater convenience and portion control. It is the perfect product to consider for your Spring Summer menu refresh if you want to offer something a bit more unique and sophisticated.

Lemon Bar

A buttery shortcake base with a sharp baked lemon topping, decorated with cornflowers.

F070310 / 15 SQUARES

Traycakes Traycakes are on the rise. They’re easy to portion and often travel better than slices of round cake which makes them perfectly suited to the growing convenience sector. Grab and Go has never been more important and busy travellers are beginning to demand the same quality and innovation as in other food sectors. Traycakes like our Gluten Free Cappuccino Traycake are ideal for this opportunity - convenient, indulgent and premium while delivering the same experience as a traditional slice of cake.

1 Vegan Chocolate & Orange Traycake

Why Traycake

• Enhanced co nvenience Easy to includ e in meal/ drink deals fo r takeaway and delivery • Portion Cont rol Permissible Indulgence • Format Adds diversity to the display • Limits wasta ge

A chocolate sponge covered with dark chocolate vegan ganache and decorated with a dark chocolate drizzle and candied orange peel.

079689 / 18 SQUARES

2 Gluten Free Cappuccino Traycake

A moist gluten free coffee sponge, topped with a coffee and cream cheese icing and decorated with a drizzle of dark chocolate and a sprinkling of cocoa powder.

079733 / 21 SQUARES

3 Carrot & Orange Traycake

A moist spiced carrot and walnut sponge, covered with a full fat soft cheese icing and decorated with grated walnut and candied orange peel.

079696 / 18 SQUARES 28

Round Cakes Big Impact Sensational for

Belgian Chocolate Cake

True indulgence. A denser , more continental sponge, filled with a light Belgian chocolate ganache, topped with a darker Belgian chocolate ganache, and decorated with hand-piped rosettes.

075063 / 14 SLICES

Chocolate Cakes

1 1 Gluten Free Chocolate Fudge Cake 9”

Two layers of delicious chocolatey gluten-free sponge, filled and covered with indulgent chocolate fudge icing and sprinkled with shards of chocolate.

079214 / 14 SLICES

2 White Chocolate & Spiced Chai Cake

A light spiced chai flavour sponge, topped with white chocolate icing, a dark chocolate drizzle and sprinkled with rainbow flowers.

079085 / 14 SLICES

3 Gluten Free Chocolate Cake 9”

Gluten-free chocolate sponge filled with a chocolate buttercream icing with milk chocolate chips and topped with more chocolate buttercream icing.

075902 / 14 SLICES

4 Vegan Mocha Cake

A vegan chocolate mocha cake, layered with coffee frosting and finished with a dusting of cocoa powder.

079719 / 14 SLICES 32

Chocolate Cake

A moist chocolate cake filled and topped with chocolate buttercream icing and sprinkled with white and milk chocolate shavings.

070211 / 14 SLICES

1 Red Velvet Cake

A red vanilla sponge cake with a hint of cocoa, filled & topped with vanilla cream cheese icing , sprinkled with red sponge crumb.

074202 / 14 SLICES

2 Gluten Free Mint Chocolate Chip Cake 9”

Our award winning gluten free chocolate sponge, filled with lashings of mint buttercream, studded with milk chocolate chips and topped with even more mint buttercream. Finished with a sprinkling of milk chocolate flakes.

077012 / 14 SLICES

3 Vegan Belgian Chocolate

Fudge Cake

Three layers of light, chocolatey, vegan sponge generously layered with a rich chocolate fudge icing, finished by hand with more chocolate fudge icing and side coated with cocoa nibs.

F90000 / 14 SLICES

Taste of Christmas Hazelnut has been a growing trend since 2018, always peaking at Christmas time. (Google Trends)

2018

2019

Dec

2017

Dec

2020

Dec

Its association with Chocolate was one of the most represented flavour profiles amongst 2020 Festive Sweet Bakery lines. (Menu Tracker, Mademoiselle Desserts UK, Xmas 2020)

Showstopper

Desired qualities of cakes, cake bars and sweet baked goods for celebrating a seasonal occasion. • Healthier options (Low sugar) • Pre-portioned servings • Generous Amount of filling/topping • Eye Catching e.g. Decorations and design

(Source: Mintel 2021)

17%

19%

40% 43%

Chocolate Praline Cake 9”

A double layered cake with one chocolate sponge and one praline sponge, sandwiched together with a praline flavour icing. Covered in dark chocolate ganache and decorated with a ring of hazelnuts.

079924 / 14 SLICES

Fruity

Cakes

1 1 Iced Lemon Drizzle Cake

A light, buttery lemon sponge drizzled with a zingy lemon syrup and topped with lemon fondant icing.

075148 / 14 SLICES

2 Apricot & Almond Cake 9”

A light almond sponge filled and covered with an apricot flavour icing and finished with feathered spirals of apricot jam.

079726 / 14 SLICES

3 Orange & Poppyseed Cake

A moist orange and poppyseed sponge, filled and topped with sweet orange icing. The orange flavour in the cake comes from orange juice, orange zest and orange flavouring - all three 100% natural.

075681 / 14 SLICES 38

Cherry Genoa Cake 9”

A rich fruit cake packed glacé cherries and raisins, topped with flaked almonds.

F070303 / 14 SLICES

Veg is

taking

in Root Cake

3 reasons why you need them!

TO LS R A E PE AP UNG HICS O Y AP GR O DEM O S T L PEA ER AP UNG HICS YO RAP OG DEM

NATURALLY IMPROVED PRODUCTS

ALIGNED WITH CURRENT TRENDS

1 Gluten Free Carrot Cake 9”

A moist gluten free carrot and walnut sponge with sultanas and natural orange flavouring, covered and filled with soft cream cheese icing and decorated with nibbed walnuts.

075858 / 14 SLICES

2 Zucchini & Lime Cake

A light courgette sponge drizzled with zingy lime syrup and filled with a lemon and lime curd, topped with a cream cheese and lime icing, sprinkled with chopped pistachios.

074936 / 14 SLICES

3 Carrot Cake

A moist carrot and walnut sponge, filled and topped with a cream cheese icing and finished with grated walnuts.

070204 / 14 SLICES

2 1 3

Our

Great British

Classics 1

Restrictions on movements over the last two years has pushed consumers to rediscover their own country, culture and much-loved traditions. This has led to a renewed interest in Britishness, a trend that is also motivated my consumers looking for reassurance and comfort in nostalgia. Our range of delicious Great British Classics is here to help you feeding into this need with a bit of a more modern approach.

1 Earl Grey & Blackcurrant Cake

A golden sponge with English tea and Bergamot flavouring, laced with sultanas (infused with Earl Grey tea) and iced with a creamy buttercream and sharp blackcurrant jam. 075957 / 14 SLICES

2 Gluten Free Victoria Sponge A light , gluten free sponge filled with buttercream and raspberry jam. Sprinkled with caster sugar. 075728 / 14 SLICES

3 Triple Raspberry Victoria Sponge

The same delicious recipe as our Raspberry Victoria Sponge, but with an extra layer of sponge, raspberry jam and buttercream! 071911 / 14 SLICES

4 Battenberg Layer Cake 9”

A triple layer cake with one layer of pink sponge sandwiched between two vanilla sponges with apricot jam and filled and topped with marzipan flavour icing.

4 5

F070297 / 14 SLICES

5 Raspberry Victoria Sponge

One of our signature cakes. This soft Victoria sponge is filled with loads of buttercream and raspberry jam. Finished with a caster sugar dusting. 070235 / 14 SLICES

Warming

Classics

1 Toffee Cake

A moist toffee sponge, filled with a layer of toffee sauce and soft toffee icing, topped with more icing and decorated with a toffee drizzle and crushed toffee pieces.

070914 / 14 SLICES

2 Gluten Free Ginger Cake 9”

A sticky gluten free spiced ginger cake filled with a lemon mascarpone buttercream, topped with lemon icing drizzle and crystallised stem ginger pieces.

077685 / 14 SLICES

3 Triple Coffee & Walnut Cake Three layers of moist coffee sponge topped and filled with coffee icing and finished with chunky chopped walnuts.

071973 / 14 SLICES

4 Gluten Free Cappuccino Cake 9” A light, gluten free coffee sponge, filled and topped with our coffee icing and generously sprinkled with milk chocolate flakes.

075827 / 14 SLICES 44

Coffee & Walnut Cake

A soft coffee sponge topped and filled with coffee icing and finished with chunky chopped walnuts.

070228 / 14 SLICES

Cakes to

Decorate Our range of 7 inch plain cakes to be decorated! These moist and flavourful cakes come covered in delicious frosting and will allow for maximum creativity and flexibility. Perfect for enhancing visual impact in your cake display and increasing choice via seasonal creations.

Sicilian Lemon Cake 7”

A delicate lemon sponge filled and iced with a tangy Sicilian lemon icing.

079740 / UNCUT 2 CAKES PER CASE

Chocolate Cake 7”

A rich chocolate sponge filled and iced with a smooth chocolate icing.

079764 / UNCUT 2 CAKES PER CASE

STEP 1: UNPACK 46

Your choice ts of Ingredien

Infinite Possibilities

STEP 2: CUSTOMISE

STEP 3: SERVE & DELIGHT 47

Loaf

Cakes

Did you know?

During the first lockdown and the homebaking frenzy, banana bread cemented its position as the loaf cake category hero: -by the end of April 2020, internet search for banana bread had soared by 525% -pictures of successful home baked banana breads were posted on Instagra m more than 45,000 times -banana bread became the most popular dish on the BBC Food website during the first lockdown Source: Kutchenhaus via Google Trends

1 2

1 Banana & Walnut Loaf

A moist banana and walnut loaf cake with sultanas, topped with demerara sugar and walnut pieces

074295 / 2 X 11 SLICES

2 Fruit Loaf

A delicious fruit loaf made with sultanas, raisins, glacé cherries, almonds, candied peel, and subtle hint of spice. Finished with an apricot jam glaze and crunchy sugar pieces.

074301 / 2 X 11 SLICES

3 Gluten Free Lemon Drizzle Loaf Cake

A gluten free lemon sponge, drizzled with lemon syrup and decorated with candied lemon peel.

079771 / 2 X 10 SLICES

4 Gluten Free St Clements Polenta Loaf Cake

An orange flavoured polenta sponge, drizzled with lemon syrup and decorated with edible cornflower petals.

079788 /2 X 10 SLICES

trend

Sweet Snacking has known a resurgence at the start of the pandemic when it increased by 50% (Kantar ,2020) with consumers using it as a source of comfort and a way to add breaks to monotonous days working from home. It is clear this habit will last, to some extent, but with the acceleration of the healthier eating movement, and return to more active lives, aligning your offer with identified consumers and their needs by balancing recipes, portion control, formats and healthier indulgence is key to increase sales.

Since the start of covid 1 in 3 eat more treats

But whos snacking more? More women than men

Younger Consumers

37% of 16-34yr olds are eating more treats compared to 25% of 35-55yr olds

Source: Mintel - Attitudes towards healthy eating 2021

% 0 3

Neither agree or disagree

Disagree

What you eat has a direct impact on your emotional well being? Source: Mintel - Attitudes towards healthy eating 2021

63%

Agree

How to get snacking right!

Top3

56% Taste 17% Health 10% Convinience

The Grocer via Kantar, 2020

1 in2 would prefer small indulgent portion over a lighter/ healthier version

Source: Mintel – Dessert Report 2021

Maximising the sweet snacking

Vegan Cookies Vegan Double Chocolate Cookie

Chunky double chocolate vegan cookie enriched with chocolate chunks, orange oil and walnuts.

F40050 / 24 COOKIES

Vegan Chunky Chocolate Chip Cookie Chunky vegan cookie crammed with dark chocolate chips.

F40040 / 24 COOKIES

Vegan Banana Oatmeal Cookie

Chewy banana oatmeal cookie enriched with fruits and seeds.

F40060 / 24 COOKIES

Mini Cakes & Cupcakes

1 Victoria Sponge Mini Cake

A bit-sized classic. A soft Victoria sponge filled with scrumptious icing and raspberry jam and topped with a sugar snow dusting. 079153 / 18 MINI CAKES

2 Vegan Red Velvet Mini Cake

A vegan red velvet sponge, piped with creamy vegan icing and sprinkled with red velvet crumb. 079207 / 18 MINI CAKES

3 Carrot Mini Cake

1 3

A moist carrot sponge, filled and topped with cream cheese icing and crowned with walnut pieces. 079092 / 18 MINI CAKES

4 Lemon & Elderflower Mini Loaf A beautiful lemon mini loaf topped with sweet lemon and elderflower flavour frosting and decorated with rainbow flowers for a burst of colour. 079160 / 12 MINI CAKES

5 Vegan Mini Mocha Loaf

A sumptuous vegan mini chocolate loaf topped with a coffee frosting and dusted with cocoa powder. 079191 / 12 MINI CAKES

The Handmade Cupcake Collection

6 Belgian Chocolate Cupcake

075834 / 16 CUPCAKES (4 OF EACH)

7 Carrot & Mascarpone Cupcake

A delightful collection of four different flavours of cupcake, each generously topped with hand-piped icing and individual decoration.

7 8

A moist chocolate sponge topped with a rich dark Belgian chocolate ganache icing and white chocolate flakes.

A moist carrot and walnut sponge, topped with mascarpone cheese icing and grated walnuts.

8 Sicilian Lemon Cupcake

A light lemon sponge with a lemon curd filled centre, topped with lemon icing and candied lemon peel.

9 Red Velvet Cupcake

A red vanilla cake with a hint of cocoa, topped with vanilla cream cheese icing and a sprinkling of the red sponge crumb.

Delicious

Cakes to

Frozen Wrapped Bars Gluten Free Lemon Drizzle Cake Bar

A Gluten Free lemon sponge with nibbed sugar, drizzled with lemon syrup and decorated with lemon icing.

079221 / 18 IND. BARS

Gluten Free Carrot Cake Bar

A moist carrot cake topped with a smooth cream cheese frosting and a sprinkling of chopped walnuts.

079245 / 18 IND. BARS

Gluten Free Chocolate Cake Bar

Triple Chocolate! A gluten free chocolate sponge, topped with a rich chocolate ganache and sprinkled with milk chocolate shavings.

079238 / 18 IND. BARS

Delicious Cake To Go Slices With increasingly busy lifestyles, consumers need to be able to indulge on the go with their favourite traybake items, but our approach to Cakes To Go goes beyond simple convenience. Our Cakes To Go provide safely sealed, free from and controlled portions of deliciousness. We’ve lovingly designed beautiful and colour-coded kraft board J cards so our Cakes To Go can look as good as they taste an jump off shelf as they should.

Gluten Free & Vegan Flapjack

A rustic gluten free flapjack made with rolled and jumbo oats and plenty of golden syrup.

078972 | 18 IND. BARS

Gluten Free Coconut & Raspberry Slice

A gluten free shortcake base, generously spread with raspberry jam, and topped with a thick layer of toasted coconut.

078996 | 18 IND. BARS

Gluten Free Chocolate Brownie

A smooth and indulgent gluten free chocolate fudge brownie, made with 26% dark chocolate.

074684 | 18 IND. BARS

Gluten Free Caramel Heaven

A gluten free flapjack base topped with golden caramel and finished with cranberries, dark chocolate chunks, sunflower and pumpkin seeds.

074691 | 18 IND. BARS

Gluten Free & Vegan Mini Chocolate Brownie

A bitesize rich gluten free and vegan chocolate brownie.

079351 / 36 PCS

Gluten Free Raspberry & Almond Slice

A generous layer of raspberry jam sandwiched between a shortcake base and a light gluten free almond sponge, decorated with a feathering of raspberry jam.

074714 | 18 IND. BARS

Gluten Free Caramel Shortcake

Our ‘signature’ sticky caramel, sandwiched between a gluten free shortcake base and smooth Belgian milk chocolate.

075599 | 18 IND. BARS

Ambient Wrapped Bars Gluten Free Salted Caramel Brownie

A heavenly gluten free brownie, with scored rivers of salted caramel which when baked become even more caramelised.

078378 / 24 IND. BARS

Gluten Free Caramel Praline Flapjack

A modernised take on an old but gold comfort food. Making use of the “twists on classics” trend which is dominating cakes and desserts, we’ve created an oaty, gluten free praline flapjack spread with caramel, chunky hazelnuts and a drizzle of milk chocolate.

078392 / 24 IND. BARS

Gluten Free Vegan Spiced Fruit Granola

The perfect on the go breakfast treat! Gluten free and vegan. Packed with oats, golden syrup, stem ginger, raisins, pumpkin seeds, sunflower seeds, coconut, cranberries, and apricots. Delicately spiced to deliver a premium and fresh feel.

078385 / 24 IND. BARS

Gluten Free & Vegan Cherry Bakewell Flapjack

A gluten free and vegan sour cherry flapjack drizzled with a black cherry filling and sprinkled with flaked almonds.

079610 / 24 IND. BARS 58

Making Indulgence Healthier

Only a few healthy snacks deliver on taste

25%

None of the healthy snacks I’ve tried delivered on taste Most healthy snacks deliver on taste

21% The Grocer via Kantar, 2020

51% Some healthy snacks deliver on taste

Free From Options are playing a central role in the wider Permissible Indulgence Trend Health & Weight Management (Portion Control) Dietary Need & Allergies (Free From)

Function (Ingredients)

Beliefs (Better For You, Better for the planet)

Scones Sultana Scones

Sweet scones with juicy sultanas, glazed with egg for a golden top.

070501 / 18 SCONES

Large Sultana Scones

The same recipe as our sultana scones, just bigger! With plenty of juicy sultanas.

076886 / 24 SCONES

Large Plain Scone

The same recipe as our Sultana Scones, without the sultanas! A large, versatile scone for sweet or savoury fillings. Egg glazed.

076862 / 24 SCONES

Gluten Free Sultana Scone

We did it! A tasty gluten free scone, packed full of juicy sultanas, individually wrapped to avoid contamination from other gluten containing cakes and scones. Egg glazed.

076282 / 18 SCONES 60

Vegan Sultana Scone

The same deliciousness and comforting feel as our Classic Sultana Scone, but Vegan! Not that you would know...

079672 / 18PCS

Large Cheese Scone

Large savoury scones with Red Leicester and Mature Cheddar Cheese, and a hint of cayenne pepper. Topped with even more cheese before baking for a crispy flavoursome finish.

076855 / 24 SCONES

2 8

5 11

14 13

Our Gluten Free Range 1. Ambient Wrapped Bars

GF Caramel Praline Flapjack 078392 GF Salted Caramel Brownie 078378 GF Vegan Spiced Fruit Granola 078385 GF Vegan Cherry Bakewell Flapjack 079610

2. Frozen wrapped cake to go

GF Raspberry & Almond Slice 074714 GF Lemon Drizzle Cake Slice 079221 GF Carrot Cake Slice 079245 GF Chocolate Cake Slice 079238 GF Vegan Flapjack 078972 GF Coconut & Raspberry Slice 078996 GF Caramel Heaven 074691 GF Caramel Shortcake 075599 GF Chocolate Brownie 074684

18 20

22 21

3. GF Carrot Cake (9”) 075858 4. GF Caramel Shortcake 075513 5. GF Chocolate Brownie 075520 6. GF Flapjack 078354 7. GF & Vegan Praline Chocolate Brownie 078361 8. GF Pecan & Walnut Slice 076329 9. GF Sultana Scone 90g 076282 10. GF & Vegan Blackcurrant Crumble Slice 077517 11. GF & Vegan Nutty Flapjack 076329 12. GF Lemon Drizzle Slice 076381 13. GF & Vegan Maple & Pecan Flapjack 079078 14. GF Cappuccino Traycake 079733 15. GF Victoria Sponge (9”) 075728 16. GF Lemon Drizzle Loaf Cake 079771 17. GF Orange Polenta Loaf Cake 079788 18. GF Chocolate Cake (9”) 075902 19. GF Mint Chocolate Chip Cake (9”) 077012 20. GF Chocolate Fudge Cake (9”) 079214 21. GF Ginger Cake (9”) 077012 22. GF Cappuccino Cake (9”) 075827

Top

Tips for Serving

Gluten Free

1. Train Staff

Staff should be trained on communicating with customers about allergens as well as how to store, prepare and serve gluten free food. Emphasise that if in doubt, check the ingredients and processes and ensure customer allergies are communicated to all those involved in serving them.

2. Choose Suppliers Carefully

Working with a gluten free supplier is much easier than baking from scratch on-site. Choosing a brand that can be trusted to ensure gluten free integrity is pivotal. Check whether products are manufactured in a gluten free environment, whether they have third party certification (such

81% of Ceoliac UK members say they would be prepared to travel for 30 minutes or longer to a venue they knew could cater for a gluten free diet. Our award-winning gluten free range is perfect for tapping into this demand, however, storing and serving product correctly, as well as communicating well with free from consumers, is vital to offering a safe and memorable experience.

as BRC) and if they have a Food Safety Management System in place. All our gluten free cakes are made in our ‘AA grade’ BRC certified, segregated, gluten free bakery and are licensed by Coeliac UK. However, once you unwrap our cakes its important to have controls in place to ensure they remain gluten free.

3. Have Separate Utensils and Storage Gluten free products and ingredients should be clearly marked and ideally stored on dedicated shelves above other ingredients. If you have a cake display, physically separate the gluten free products and cover them with a bell jar or similar. Ensure you have separate utensils for serving gluten free products that are clearly labelled. Thoroughly wash surfaces, hands and serving equipment regularly.

4. Make It Easy For Gluten Free Customers

To build brand loyalty, aim to make your free from customers experience as easy as possible. Some people may be embarrassed when having to clarify ingredients. Advertising and labelling your gluten free products makes customers feel more comfortable asking questions and declaring allergies. It may be helpful to ask customers if they have any allergies when you begin serving them and offering those who do the allergy menu.

5. Offer Individually Wrapped Products

Individually wrapped gluten free products are a fantastic way to minimalise the risk of cross contamination. This is because they are sealed in a gluten free environment and remain so until they are unwrapped by the end customer. Our individually wrapped Cakesto-go are all gluten free as is our individually wrapped scone. These are a great way to expand your offer to gluten free customers, especially if you do not have the infrastructure to establish gluten free processes for serving unwrapped food. Please note that this advice is intended only as a guide and is not exhaustive. For more guidance please refer to Coeliac UK.

Our Vegan Range 1. Vegan Belgian Chocolate Fudge Cake F90000 2. Vegan Banana Oatmeal Cookie F40040 3. Vegan Double Chocolate Cookie F40050 4. Vegan Chunky Chocolate Chip Cookie F40060 5. GF Vegan Flapjack

1 2

(Frozen Wrapped Bars) 078972

6. GF Vegan Spiced Fruit Granola (Ambient Wrapped Bars) 078385

7. GF Vegan Cherry Bakewell Flapjack (Ambient Wrapped Bars) 078972

8. Vegan Mocha Cake 079719 9. Vegan Red Velvet Mini Cake 079207 10. Vegan Mini Mocha Loaf 079191 11. Vegan Sultana Scone 90g 079672 12. Vegan Chocolate Orange Traycake 079689 13. GF & Vegan Praline Chocolate Brownie 078361 14. Vegan Apricot, Orange & Almond Slice 077975 15. GF & Vegan Blackcurrant Crumble Slice 077517 16. Vegan Sour Cherry Brownie 079184 17. GF & Vegan Nutty Flapjack 076329 18. GF & Vegan Maple & Pecan Flapjack 079078

8 10

11 12

15 14

17 18

Our Cakes Product Category

Traybakes

Traycakes Loaf cakes Scones

Code

Product

Please Note: Frozen cakes have a life of 8-12 months from production. See individual cakes for details. Please refrigerate. Box Qty Format

Ambient Shelf Life

Vegan Veggie

070174 Apple Shortcake 1 Tray 12 Triangles 3 days yes F070280 Belgian Chocolate Crispy Bar 1 Tray 15 Squares 5 days yes 071386 Black Cherry & Almond Slice 1 Tray 12 Triangles 5 days yes 070273 Boston Brownie 1 Tray 12 Triangles 5 days yes 079757 Bountiful Brownie 1 Tray 15 Squares 5 days yes 073373 Caramel Heaven 1 Tray 12 Rectangles 5 days yes 071157 Caramel Shortcake 1 Tray 12 Triangles 5 days yes 070037 Chocolate Fruit & Nut Slice 1 Tray 12 Triangles 5 days yes 070181 Classic Butter Shortbread 1 Tray 12 Rectangles 5 days yes 074363 Classic Chocolate Brownie 1 Tray 12 Triangles 5 days yes 076381 GF Lemon Drizzle Slice 1 Tray 15 Squares 3 days yes yes 077517 GF & Vegan Blackcurrant Crumble Slice 1 Tray 15 Squares 5 days yes yes yes 079078 GF & Vegan Maple & Pecan Flapjack 1 Tray 15 Squares 5 days yes yes yes F070013 GF & Vegan Nutty Flapjack 1 Tray 15 Squares 5 days yes yes yes 078361 GF & Vegan Praline Chocolate Brownie 1 Tray 15 Squares 5 days yes yes yes 075513 GF Caramel Shortcake 1 Tray 15 Squares 5 days yes yes 075520 GF Chocolate Brownie 1 Tray 15 Squares 5 days yes yes 078354 GF Flapjack 1 Tray 15 Squares 5 days yes yes 076329 GF Pecan & Walnut Slice 1 Tray 15 Squares 5 days yes yes 072802 Granola Slice 1 Tray 12 Rectangles 5 days yes 074509 Honeycomb Tiffin 1 Tray 12 Triangles 5 days yes F070310 Lemon Bar 1 Tray 15 Squares 3 days yes 070259 Lemon Drizzle Slice 1 Tray 12 Rectangles 5 days yes 070099 Maple & Pecan Slice 1 Tray 12 Triangles 5 days yes 079702 Mint Tiffin 1 Tray 15 Squares 5 days yes 070167 Raspberry & Coconut Slice 1 Tray 12 Triangles 5 days yes 072833 Rocky Road 1 Tray 12 Rectangles 5 days 074875 Salted Caramel & Nut Slice 1 Tray 12 Triangles 5 days yes F070266 Salted Caramel & Honeycomb Brownie 1 Tray 15 Squares 5 days yes 076374 Tiramisu Slice 1 Tray 12 Triangles 5 days yes 077975 Vegan Apricot, Orange & Almond Slice 1 Tray 15 Squares 5 days yes yes 079184 Vegan Sour Cherry Brownie 1 Tray 15 Squares 5 days yes yes 072420 White Chocolate & Cranberry Tiffin 1 Tray 12 Triangles 5 days yes 073274 White Chocolate Caramel Shortcake 1 Tray 12 Triangles 5 days yes 079696 Carrot Cake 3 Tray 18 Squares 5 days yes 079733 GF Cappucino 4 Tray 21 Squares 5 days yes yes 079689 Vegan Chocolate Orange Tray cake 2 Tray 18 Squares 5 days yes yes yes 074295 Banana & Walnut Loaf 2 Loaves 2 x 11 Slices 4 days yes 074301 Fruit Loaf 2 Loaves 2 x 11 Slices 5 days yes 079771 GF Lemon Drizzle Loaf Cake 2 Loaves 2 x 10 Slices 3 days yes 079788 GF St Clements Polenta Loaf Cake 2 Loaves 2 x 10 Slices 4 days yes yes 076282 Gluten Free Sultana Scone 18 Scones Ind. Wrapped 2 days yes yes 076855 Large Cheese Scone 24 Scones Individual 2 days yes 076862 Large Plain Scone 24 Scones Individual 2 days yes 076886 Large Sultana Scones 24 Scones Individual 2 days yes 070501 Sultana Scones 18 Scones Individual 2 days yes 079672 Vegan Sultana Scone 18 Scones Individual 2 days yes yes

Product Category

Code

Round Cakes

079726 F070297 075063 070204 F070303 070211 079764 079924 070228 075957 075827 075858 075902 079214 077685 077012 075728 075148 075681 070235 074202 079740 070914 071973 071911 F90000 079719 079085 074936

Sweet Snacking

Product Apricot & Almond Cake (9”) Battenberg Layer Cake (9") Belgian Chocolate Cake Carrot Cake Cherry Genoa (9") Chocolate Cake Chocolate Cake (7") Chocolate Praline Cake Coffee & Walnut Cake Earl Grey & Blackcurrant Cake GF Cappuccino Cake (9”) GF Carrot Cake (9”) GF Chocolate Cake (9”) GF Chocolate Fudge Cake (9”) GF Ginger Cake (9”) GF Mint Chocolate Chip Cake (9”) GF Victoria Sponge (9”) Iced Lemon Drizzle Cake Orange & Poppy Seed Cake Raspberry Victoria Sponge Red Velvet Cake Sicilian Lemon Cake (7") Toffee Cake Triple Coffee & Walnut Cake Triple Raspberry Victoria Sponge Vegan Belgian Chocolate Fudge Cake Vegan Mocha Cake White Chocolate & Spiced Chai Cake Zucchini & Lime Cake

Box Qty 1 Cake 1 Cake 1 Cake 1 Cake 1 Cake 1 Cake 2 Cakes 1 Cake 1 Cake 1 Cake 1 Cake 1 Cake 1 Cake 1 Cake 1 Cake 1 Cake 1 Cake 1 Cake 1 Cake 1 Cake 1 Cake 2 Cakes 1 Cake 1 Cake 1 Cake 1 Cake 1 Cake 1 Cake 1 Cake

Format 14 Slices 14 Slices 14 Slices 14 Slices 14 Slices 14 Slices Uncut 14 Slices 14 Slices 14 Slices 14 Slices 14 Slices 14 Slices 14 Slices 14 Slices 14 Slices 14 Slices 14 Slices 14 Slices 14 Slices 14 Slices Uncut 14 Slices 14 Slices 14 Slices 14 Slices 14 Slices 14 Slices 14 Slices

Ambient Shelf Life

Vegan Veggie

5 days 3 days 5 days 3 days 5 days 5 days 5 days 5 days 5 days 3 days 3 days yes 3 days yes 3 days yes 5 days yes 3 days yes 3 days yes 3 days yes 5 days 5 days 3 days 3 days 5 days 5 days 5 days 3 days 3 days yes 5 days yes 5 days 3 days

079092 Carrot Mini Cake 18 Cake Individual 2 days 0799351 GF & Vegan Mini Chocolate Brownie 36 Bars Ind. Wrapped 4 days yes yes 074691 GF Caramel Heaven 18 Bars Ind. Wrapped 21 days yes 078392 GF Caramel Praline Flapjack 24 Bars Ind. Wrapped 90 days yes 075599 GF Caramel Shortcake 18 Bars Ind. Wrapped 21 days yes 079245 GF Carrot Cake Slice 18 Bars Ind. Wrapped 10 days yes 074684 GF Chocolate Brownie 18 Bars Ind. Wrapped 21 days yes 079238 GF Chocolate Cake Slice 18 Bars Ind. Wrapped 10 days yes 078996 GF Coconut & Raspberry Slice 18 Bars Ind. Wrapped 21 days yes 079221 GF Lemon Drizzle Cake Slice 18 Bars Ind. Wrapped 10 days yes 074714 GF Raspberry & Almond Slice 18 Bars Ind. Wrapped 10 days yes 078378 GF Salted Caramel Brownie 24 Bars Ind. Wrapped 90 days yes 079610 GF Vegan Cherry Bakewell Flapjack 24 Bars Ind. Wrapped 90 days yes yes 078972 GF Vegan Flapjack 18 Bars Ind. Wrapped 21 days yes yes 078385 GF Vegan Spiced Fruit Granola 24 Bars Ind. Wrapped 90 days yes yes 079160 Lemon & Elderflower Mini Loaf 12 Cakes Individual 2 days 075834 The Handmade Cupcake Collection 16 Cakes 4 x 4 Cupcakes 2 days F40060 Vegan Banana Oatmeal Cookie 24 Cookies Ind. Wrapped 14 days yes 079191 Vegan Chocolate Mocha Mini Loaf 12 Cakes Individual 2 days yes F40040 Vegan Chunky Chocolate Chip Cookie 24 Cookies Ind. Wrapped 14 days yes F40050 Vegan Double Chocolate Cookie 24 Cookies Ind. Wrapped 14 days yes 079207 Vegan Red Velvet Mini Cake 18 Cakes Individual 2 days yes 079153 Victoria Sponge Mini Cake 18 Cakes Individual 2 days

yes yes yes yes yes yes yes yes yes yes yes yes yes yes yes yes yes yes yes yes yes yes yes yes yes yes yes yes yes yes yes yes yes yes yes yes yes yes yes yes yes yes yes yes yes yes yes yes yes yes yes yes

Please give us a call on 01628 779057 or email hello@handmadecake.co.uk if there’s anything else we can do to help or go to www.handmadecake.co.uk for more information on all our cakes, including ingredients and allergen information. 69

You’re about to enter the world of Mademoiselle Desserts, The Handmade Cake Company’s parent Company

Market leading range of fusion desserts and cakes.

Offering carefully selected authentic, french desserts.

Innovative range tiered for a good, better, best offer.

An extensive range of vegan & gluten free.

NIGEL TAYLOR UK Managing Director Mademoiselle Desserts group

elcome to our 2022 brochure for Handmade Cake Company and Mademoiselle Desserts, full of fantastic looking and tasting Cakes & Desserts which we hope inspire you to give some of them a try! Our three bakeries in the U.K., in Maidenhead, Corby and Taunton, will have been part of the wider Mademoiselle Desserts Group for 5 years in 2022. Over that time, we have evolved our range across both our brands with new & exciting concepts to sit alongside our classic Cakes and Desserts. We have introduced Good, Better & Best tiers to our range, developed a Gluten Free and Vegan offer and ensured market insight is at the heart of our development. We’re closer than ever to our target of being a one stop Cakes & Desserts solution for our customers.. 2021 was a year of solutions and innovation. Over the past year, Takeaway and Delivery has grown exponentially as consumers have sought to enjoy great hospitality at home. We’ve responded by developing an exciting range of premium pots and sharing deserts ideally suited to the home delivery and takeaway market. We’ve made significant investment in our Tart & Pie capabilities which saw the introduction of the Custard Tart, Lemon Tart and the Vegan Treacle Tart in 2021 with further exciting launches in 2022 including Key Lime Pie and Vegan Pecan Pie. Consumers’ interest in health and well-being has strengthened the demand for Vegan and Plant-Based products. In 2021 we developed a Vegan Mocha

Cake, Vegan Speculoos Cheesecake and a Vegan Apple Pie. To continue this theme in 2022, our Product Development Teams have produced some winter classics for Veganuary headlined by the Vegan Bakewell Tart and the Vegan & Gluten Free Nutty Flapjack. With consumers becoming more knowledgeable on food and seeking greater value for money, premiumisation is a theme for 2022, and we’ve started to develop a range of ‘Best Ever’ products. First up is the rather delicious New York Vanilla Cheesecake which we are sure you’ll love! More than ever, over the last 18 months, our customers have been looking for comfort and nostalgia with their dessert choices. We’ve embraced this by placing a modern twist on some of the classics, producing delights such as our new Rhubarb & Custard Cake, Battenberg Layer Cake and Strawberries & Cream Cheesecake. Alongside this we can see a thirst for adventure and experience in consumers’ food choices and we’ve responded by further enhancing our hybrid range with a Cookie Dough Cake, and prime for the seasonal period, a Mincemeat Sticky Toffee Pudding. Don’t knock it until you’ve tried it! To top it off, we’ve invested further in developing our Category Management approach with new sources of insight, so that we can provide a truly focused solution for every channel in which you and your customers operate. I look forward to a continued partnership with you going into 2022 and wish you all a successful start to the year.

Every Range Catered For We offer a tiered range from the best to the more affordable, but always exceptional quality

A Market Leading Range

THE INGREDIENTS FOR OUR MARKET LEADING DESSERTS

Unrivalled innovation with a delicious twist supported by unrivalled category expertise

Made With Pride We take pride in our work and people, always providing exceptional customer care

Made From Quality Ingredients We always bake with high quality trusted ingredients with sustainable ethical values

Got a question or ready to stock our cakes and desserts? Our friendly team would love to hear from you PHONE: 01823 257922 E-MAIL: enquiries@mdesserts.com WEBSITE: www.mademoiselledesserts.com/uk 3

4 Photography: Adrian Wroth. Styling: Rosie Hopper

Contents

06 CATEGORY MANAGEMENT 12 CHEESECAKES 30 TARTS & PIES 44 SEASONAL CALENDAR 46 CAKES 54 DELIVERY & TAKEAWAY SOLUTIONS 62 MINI BEIGNETS & SINGLE SERVE 72 PUDDINGS & ROULADES 78 GETTING CHRISTMAS RIGHT 84 GATEAUX 90 GLUTEN FREE 94 VEGAN 98 INDEX

Our expertise, your range At Mademoiselle Desserts, not only can we deliver delicious desserts and cakes, we can also remove the guesswork for you. When it comes to choosing products that will make your range sell, our detailed insight into the landscape of the sweet bakery market and category knowledge across all sectors will ensure you’re making the right decision.

Category Management Our Category Management approach is a data driven process aimed at ensuring commercial success by focusing on delivering value to customers and driving category growth. Our data allows us to understand the market, leading to insights that will guide product development and identify market gaps and growing trends. Our unique synthesis of data, insights, and skilled NPD chefs, means we can help you stay relevant to consumers’ needs and ahead of the competition.

Market & Consumer Understanding

Build Insights and Recommendations

Market Leading and On Trend Product Development

Mutual Sales Growth

The next four pages act as a summary of key consumers’ attitudes and behaviours when eating out and interacting with the sweet bakery category in particular. They are the result of our research: using data from trusted industry specialists and turning it into actionable insights which we use to drive our product development process as well as our category strategies.

The Out of Home Consumer CURIOUS AND CRAVING NEW FOOD EXPERIENCES

6/10

Consumers believe that being able to try new food trends is important when they visit the out of home. This increases to 8/10 for 18-34-year-olds.

1/5

Source(s): Food Insights Report CGA, 2021

Consumers are willing to pay more to try a food trend.

LOOKING TO TREAT THEMSELVES AND CELEBRATE Main reasons for eating out (% of GB eat out in the occasion) 70%

2019 2020

50% 25%

For a treat

For a celebration

When out and about

When travelling

Quick bite to eat

For a date

When I don’t Cheat meal have the time or energy to cook

LOOKING FOR MORE PERMISSIBLE INDULGENCE Interest in Healthier options and willingness to pay for them: 7/10 consumers said that it’s important to have healthier options available when eating out. This increases to 8/10 for 18-34-year-olds. 3/10 consumers are also willing to pay more for a healthier option. This number goes up to 5/10 for consumers in London.

SO WHAT?

Source(s): Food Insights Report CGA, 2021

Age & Gender Breakdown of consumers caring about calories when eating out

Despite seeking comfort and familiarity, 2021 Out Of Home consumers are still curious about trends and craving new experiences.

Younger men care the least about calorie counts on the menu. Whereas their female counterparts care the most, particularly those aged 18-34.

FEMALE MALE

More mature demographics seem slightly less interested in calorie count. 18-34

35-54

55+

This is particularly true with younger consumers. 1 in 5 consumers is also willing to pay more to try new food trends. 9

Attitudes Towards Sweet Bakery

Favourite Treats Multiple Choices (CGA & Mademoiselle Desserts, 2021)

BARS

PUBS

RESTAURANTS

COFFEE SHOPS

FAST FOOD

Puddings & Crumbles

Cakes

Cheesecakes

2 nd

Cakes

Cheesecakes

Cakes

3 rd

Tarts & Pies

Cakes

Cheesecakes

Individual Cakes / Cupcakes

4 th

Mousses & Creams

Cheesecakes

Tarts & Pies

Muffins

5 th

Cheesecakes

Traybakes

1 st

USUAL BEHAVIOURS RELATED TO CAKES

7/10 “promotional offers cause me to buy them on impulse” 7/10 “I’d rather eat a smaller amount of standard cake than larger amount of healthier cake” 6/10 “I tend to stick to the same flavours of cake” Source: Mintel Cake Report 2021

MOTIVATING FACTORS WHEN ORDERING DESSERTS Made with Premium Ingredients

TOP FACTORS THAT WOULD ENCOURAGE DESSERT CONSUMPTION FREQUENCY Source: Food Insights Report CGA, 2021

Made with Seasonal Ingredients Low in Sugar Made with ethically sourced Fair-Trade Ingredients Available in shared-size

Better value for money

Desserts that are new & exciting

BARRIERS TO ORDERING DESSERTS Price

Sugar content Calorie Content It feels excessive or too indulgent

Desserts that I couldn’t have/ recreate at home

A dessert assortment (e.g trio of minis)

Fat content Wider choice

Poor Value for money Source: Desserts Report CGA & Callebaut

SO WHAT?

Consumers heavily and increasingly influenced by quality, seasonality and value. Sugar, fat and calorie intake are also key detractors, but indulgence remains crucial. Classics are key but choosing from a diverse and interesting but accessible range is also important to trigger consumption. 11

Cheesecakes

Cheesecakes have long been a consumer favourite and we continue to push the boundaries in what we can make with this range. We offer a wide range, from everyday classics to innovative flavours and formats. We even have managed to crack the secret to delicious Vegan and Gluten Free cheesecakes. We’ve made no compromise on taste so each sumptuous treat is tasty enough to tempt all your customers.

Why?

When?

Who?

Indulgence

Dinner

Dessert Lovers

Consumer favourite

Time For a Treat

Innovation Seekers

Excitement

Eat-in

Cheesecakes

THE ULTIMATE DESSERT

AGE Appeals mostly

to those aged

TOP CHANNELS

KEY ATTRIBUTES GROWTH DRIVERS

Classic treat Indulgence Innovation

Pubs Coffee Shops, Cafes Restaurants

Indulgence Fusions Format

35-50’s

BUT strong appeal potential with younger consumer groups

CHEESECAKE & DINNER Dinner is the top daypart for the category, with consumption driven by needs for Quality, Treat and a Special Occasion feeling.

The dinner daypart also attracts to more affluent demographics for the category.

MALE

44.5%

FEMALE

55.5%

Source: Lumina Intelligence, Bakery & Sandwich Tracker

CONSUMER PROFILE

r e v E t s e Our B New York Cheesecake Here it is! Our new Best Ever New York Cheesecake is our most sophisticated version of this classic to date. We broke down the entire recipe and reworked it entirely to get as close as possible to this all time American classic. Our new Best Ever New York Cheesecake delivers a creamier, crunchier, tastier cheesecake experience with premium visual impact and enhanced flavours. Undoubtedly the perfect choice to make your dessert menu accessible while taking the experience to new heights. NE W BEST EVER NEW YORK CHEESECAKE Cracker crumb base topped with a NY style vanilla cheesecake and baked.

F36020 | 1 X 14 CUT 15

1 2

N EW 1 HONEYCOMB CHEESECAKE

Crisp digestive biscuit crumb, layered with a smooth and creamy white chocolate cheesecake studded with chocolate coated honeycomb pieces, then topped with more honeycomb pieces and dark chocolate spirals.

F31940 | 1 X 14 CUT N EW 2 CHOCOLATE CHEESECAKE A crisp chocolate digestive biscuit base topped with a chocolate flavoured cheesecake.

F31020 | 1 X UNCUT 16

3 GLUTEN FREE NEW YORK STYLE Vg GF VANILLA CHEESECAKE

What can beat a truly classic creamy cheesecake? Bars of our crispy biscuit base topped with a indulgent vanilla cheesecake.

079313 | 1 X 14 CUT 4 VEGAN CHOCOLATE & HAZELNUT CHEESECAKE Vg

Crisp bourbon biscuit crumb topped with a vegan chocolate & hazelnut flavoured cheesecake, topped with a rich chocolate topping, and finished with nibbed hazelnuts.

2344 | 1 X 14 CUT 5 VANILLA CHEESECAKE

A crisp digestive biscuit base topped with a vanilla flavour batter. Un-cut, whole.

F31000 | 1 X UNCUT

3 4

Speculoos A recipe for success While the original recipe contains butter, speculoos can easily be made vegan. Sweet and savoury caramelised flavour reminds consumers of salted caramel, one of the most popular flavours in sweet bakery over the years. Speculoos Crumbly texture pairs well with a broad flavour spectrum and creates interesting combinations, toppings etc. Versatile, it can easily be turned into butter/spread/fillings, soaked into coffee or even infused into caramel. Bold in flavour with hints of cinnamon: in line with current flavour trends towards bolder profiles and spices.

Feb

Mar

Apr

May

The origins of the tan delicacy made out of butter, brown sugar, and spices are found almost four centuries ago. Speculoos can be traced back to at least 1650 when bakers were already making the biscuit alongside their bread. Made on the eve of Sinterklaas, children that had been good throughout the year would wake up to their shoes – which they’d set up the night before – stuffed with not only presents but also generous helpings of speculoos cookies.

Jun

On Google Trends: A spike in research occurred for Speculoos flavour in 2019/2020 and an all time high during lockdown in May. 18

Speculaas or speculoos is a type of spiced shortcrust biscuit originating from the Flanders region, mostly Belgium and the Netherlands, but similar sweet biscuits are also very popular in Germany and Austria. Speculoos has become a much loved biscuit across the world with the more mainstream versions created by biscuit manufacturers.

On Google Trends: The current fastest growing research for Speculoos flavour associated with Cheesecake, Brownie and Cake.

VEGAN SPECULOOS CHEESECAKE

Crisply caramelised biscuit crumb, layered with smooth vegan cheesecake and baked with a triple helping of speculoos - swirls of spread, toppings of sauce and lashings of crumb.

2308 | 1 X 16 CUT

2 1 CHOC A MOO CHEESECAKE

Crisp bourbon crumb layered with white and dark chocolate cheesecake in a choc a moo pattern.

F37090 | 1 X 16 CUT 2 CARAMEL OMBRE CHEESECAKE

Layers of caramel and caramelised biscuit cheesecake on a crunchy caramelised biscuit base, finished with a light cream cheese frosting and drizzled with caramel sauce.

F36010 | 1 X 14 CUT 3 DEEP CREAMY CHEESECAKE

A crisp digestive biscuit crumb base, topped with a smooth, creamy full fat cream cheese cheesecake.

F31720 | 6 X 12 CUT 3 20

4 VEGAN CHOCOLATE & SALTED CARAMELISED BISCUIT CHEESECAKE Vg

Crisp bourbon biscuit crumb, sumptuously layered with a rich dark chocolate vegan cheesecake, all smothered in a rich chocolate ganache and swirled with a smooth toffee flavoured salted caramelised biscuit sauce.

2309 | 1 X 14 CUT 5 VEGAN SALTED CARAMEL CHEESECAKE Vg

A crisp digestive base beneath a layer of vegan caramel cheesecake and luxurious salted caramelised sauce followed by a final layer of vanilla flavoured cheesecake and swirled with sticky caramel sauce.

1554 | 1 X 14 CUT

GLUTEN FREE VANILLA & Vg RASPBERRY SWIRL CHEESECAKE

Our opulent vanilla cheesecake swirled with a deep red, sweet berry sauce above a crispy, biscuity base for crunch, cut into bars.

079368 | 1 X 14 CUT

1 BLACKCURRANT OMBRE CHEESECAKE

A show stopping cheesecake featuring a rising ombre effect from purple blackcurrant to white vanilla. Crowned with dollops of blackcurrant sauce, all on top of a crisp digestive crumb base.

2343 | 1 X 16 CUT NE W 2 STRAWBERRIES & CREAM CHEESECAKE

Crisp buttery flavoured digestive crumb base, layered with a smooth and creamy white chocolate cheesecake, then topped with whole glazed strawberries and white chocolate shavings.

F31950 | 1 X 16 CUT

1 2

3 3 WHITE CHOCOLATE & RASPBERRY CHEESECAKE

A digestive biscuit crumb base topped with a white chocolate flavoured full fat cream cheese cheesecake containing raspberries. Baked and topped with a raspberry fruit topping.

F31670 | 1 X 12 CUT 23

1 COOKIE DOUGH CHEESECAKE

A chocolate bourbon biscuit base with a deep layer of chocolate chip cookie dough cheesecake, topped with vanilla flavoured cheesecake and decorated with cookie pieces, toffee sauce and chocolate flavoured drizzle.

F37030 | 1 X 12 CUT 2 GLUTEN FREE CHOCOLATE Vg GF BROWNIE CHEESECAKE

A chocolatey brownie base layered with smooth and creamy vanilla cheesecake finished with a swirl of sumptuous chocolate ganache.

079320 | 1 X 12 CUT

1 2

1in2

Britons find Hybrids appealing Source: Mintel Desserts report 2021

Why Hybrids ? Consumers’ need for adventure and novelty (“Best of Both”)

Consumers’ need for innovation delivered in a lowrisk way

Globalised, interconnected world with general knowledge of different culinary traditions

Instagramability & Fear Of Missing Out (FOMO)

NOSTALGIA

OLD MEMORIES

NEW MEMORIES

Hybrids COMFORT

ADVENTURE SAFE EXPERIENCE

1 GLUTEN FREE & VEGAN CHOCOLATE & CHERRY Vg GF Vg CHEESECAKE

A gluten free chocolate biscuit base with crunchy cocoa nibs. Layered with waves of chocolate cherry and vanilla flavour cheesecake. Swirled with a generous layer deep red cherry sauce.

079306 | 1 X 14 CUT

2310 | 1 X 16 CUT 4 GLUTEN FREE SICILIAN LEMON & Vg GF MASCARPONE CHEESECAKE

F31030 | 1 X 12 CUT

079290 | 1 X 14 CUT

A breath taking vegan lemon and blueberry cheesecake. Smooth lemon vegan cheesecake baked on a crisp digestive crumb, swirled with fruity blueberry compote and tangy lemon sauce.

2 SICILIAN LEMON CHEESECAKE

A crisp shortbread biscuit base topped with a Sicilian lemon cheesecake and swirled with sour cream cheesecake and lemon curd.

3 VEGAN LEMON & BLUEBERRY CHEESECAKE Vg

Eye-catching rectangles of crunchy biscuit bases topped with a tangy lemon cheesecake and creamy mascarpone, drizzled with a zingy lemon sauce.

I M P ROVE D

RECIPES

1 FRUITS OF THE FOREST CHEESECAKE

Blackcurrants, blackberries, raspberries and redcurrants in fruits of the forest sauce over cheesecake on a digestive biscuit crumb base.

F31361 | 1 X 6 UNCUT 2 STRAWBERRY CHEESECAKE

A digestive biscuit crumb base topped with vanilla flavour cheesecake finished with sweet whole strawberries in a rich strawberry sauce.

F31341 | 1 X 6 UNCUT 3 BLACKCURRANT CHEESECAKE

Zingy and tart blackcurrant sauce laced with whole blackcurrants on a vanilla flavour cheesecake with a digestive biscuit crumb base.

F31311 | 1 X 6 UNCUT 4 MANDARIN CHEESECAKE

Smooth vanilla flavour cheesecake on a crumbly digestive biscuit base, covered in citrusy mandarin segments and mandarin orange sauce.

F31371 | 1 X 6 UNCUT 5 CHERRY CHEESECAKE

A crumbly digestive biscuit base topped with our vanilla flavour cheesecake and whole red cherries in a cherry fruit topping.

F31321 | 1 X 6 UNCUT

Tarts Pies

A fast growing category, Tarts and Pies offer versatile formats and flavours while allowing for both traditional and more innovative profiles. Our wide range contains traditional pies, innovative tarts and tortes for foodies and more adventurous consumers and even a full range of delicious Gluten Free and Vegan alternatives to choose from.

Why?

When?

Who?

Versatile

Eat In

Foodies

An on-trend, growing category

Dinner

Tradition Lovers

Dessert & Snack

Tarts Pies

Taking a larger slice of the pie KEY ATTRIBUTES

Top Daypart: Dinner TOP 2 DRIVERS TARTS - QUALITY PIES - VALUE

TOP CHANNELS GROWTH DRIVERS

Tradition Sophistication Versatility Twisted Classics Vegan Visuals

Pubs Restaurants Cafes

CONSUMER PROFILE

72.5%

MALE

45.5% FEMALE

55.5%

MARGINALLY MORE

AFFLUENT

VS OTHER CATEGORIES 32

Source: Lumina Intelligence, Bakery & Sandwich Tracker

CONSUMERS AGED OVER 35

NE W VEGAN PECAN PIE

Crisp sweet pastry layered with a rich maple flavoured pecan pie filling, topped with toasted pecan nuts.

F26680 | 1 X 16 CUT

1 VEGAN TREACLE TART

Crisp sweet pastry baked with a sticky treacle filling.

F90900 | 1 X 14 CUT 2 VEGAN CHOCOLATE & RASPBERRY TART Vg

A vegan chocolate pastry base topped with raspberries and a vegan ganache, finished with freeze dried raspberries.

F90010 | 1 X 14 CUT 3 VEGAN RASPBERRY ALMOND FRANGIPANE TART Vg

Crisp Vegan pastry case layered with fruit jam filled with almond frangipane and studded with Raspberries. Finished with flaked almonds and a dusting of sweet snow.

F92600 | 1 X 14 CUT

1 2

1 LEMON MERINGUE PIE

A crisp, pastry case, generously filled with tart lemon filling, all topped with a canopy of bronze baked, piped meringue peaks. Pre-cut into 12 portions.

F26541 | 6 X 12 CUT 2 VEGAN LEMON & LIME TART

Crisp sweet pastry filled with a smooth lemon & lime set custard.

F90910 | 1 X 14 CUT 3 CITRUS LEMON TART

Crisp sweet pastry filled with a zesty lemon custard.

F20210 | 1 X 14 CUT N EW KEY LIME PIE

1 2

A baked pastry case filled with a layer of sweet raspberry jam and almond frangipane. Traditionally decorated with white fondant icing crisscrossed with chocolate sauce.

079306 | 1 X 6 UNCUT

2 N EW 1 DUTCH APPLE PIE

Crisp sweet cinnamon pastry layered with juicy slices of apple and plump sultanas topped with a crunchy cinnamon crumble.

F26660 | 1 X 14 CUT 2 GLUTEN FREE DEEP DISH APPLE Vg GF CRUMBLE PIE

A deep crispy and sweet pastry base filled to the brim with chunky apple filling and topped with a crispy cinnamon crumble.

079344 | 1 X 14 UNCUT

1 38

NE W VEGAN COCONUT & SUMMER FRUITS HANDHELD TART Vg Crisp Sweet vegan pastry layered with fruity Strawberry jam and juicy chunks of peach topped with a rich coconut Macaroon.

F95020 | 1 X 15 INDIVIDUAL

1 2

1 BANOFFEE PIE

A luxury banoffee pie made with a digestive biscuit base, layers of toffee and banana. Topped with a caramel cream and finished off with white & dark chocolate shavings and a drizzle of caramel.

F23550 | 1 X 12 CUT 2 CUSTARD TART

Crisp sweet pastry filled with a smooth and creamy vanilla egg custard and finished with a light sprinkling of nutmeg.

F20200 | 1 X 14 CUT

N EW VEGAN BAKEWELL TART

Crisp sweet vegan pastry layered with fruity raspberry jam, moist almond frangipane and topped with a sweet almond flavoured fondant icing and finished with a feathered chocolate decoration.

F95030 | 1 X 14 CUT

1 DEEP APPLE PIE

A sweet short pastry case filled to the brim with sliced Bramley apples, covered in pastry lid, glazed and sprinkled with sugar. Suitable for serving hot or cold.

F26150 | 6 X 14 CUT 2 VEGAN APPLE PIE

A Vegan short pastry case filled to the brim with sliced Bramley apples, covered in pastry lid and glazed. Suitable for serving hot or cold.

F92000 | 1 X 14 CUT 3 VEGAN PLATE CHERRY PIE

A Vegan short pastry case filled to the brim with red cherry compote, covered in pastry lid, glazed. Suitable for serving hot or cold.

F92020 | 2 X 1 UNCUT 4 VEGAN PLATE APPLE PIE

A Vegan shallow pastry case filled to the brim with Bramley apple slices, covered in pastry lid and glazed. Suitable for serving hot or cold.

F92010 | 2 X 1 UNCUT

SEASONAL CALENDAR Market research indicate that Sweet Bakery consumers are strongly driven into purchase by choice, newness and seasonality. Therefore making sure your range evolves throughout the calendar year to reflect key seasonal flavour markers, ingredients, celebrations and events, and even colours is key to keeping your customers entertained and interested.

February

January

Spring Menu

Progressive return to fruitier flavours, well balanced with sweetness and indulgence Offer becoming more colourful Key Flavour Markers: Sweet, Fruity, Smooth, Delicate

April

March

May

Summer Refresh

June

Predominance of fruits Need for lightness and refreshing profiles Dominance of vibrant colours Key Flavour Markers: Fresh, Fruity, Zingy, Sharp, Sour, Sweet.

July

Autumn Menu

Progressive return to warmer, more comforting flavours Offer becoming less colourful Stronger Indulgence Key Flavour Markers: Sweet, Warm,Spicy

August

October

September

Xmas Refresh Images from www.freepik.com

Winter Refresh

December

November

VEGANUARY: PLANT-BASED PUSH

January

Predominance of indulgent flavours Need for sophisticated, festive, colourful visuals Nostalgic flavours Key Flavour Markers: Warm, Spicy, Nostalgic, Familiar

Cakes

Mademoiselle Desserts features a wide range of industry leading and innovative showstopping cakes. From Classic Best Sellers to Twisted Classics as well as Vegan & Gluten Free alternatives, our cakes are scratch-baked from trusted household recipes to ensure truly delicious products. Unless otherwise stated, each cake is already pre-portioned so you can defrost only as much as you need.

Why?

When?

Who?

WOW Factor

Time For a Treat Broad Appeal

Indulgence

Celebration

Increasing Dwell time

After Dinner

Tradition Lovers

THE WORLD’S FAVOURITE FLAVOUR! Whether celebrating or commiserating; we eat chocolate when we’re happy, sad or simply deserving of a treat. It’s an incredibly recognised and stable flavour across the world, in fact, the global chocolate market was estimated to be worth $131.7 billion in 2019. (BBC 2020) and recent events have seen its consumption rise by 46% in the UK during lockdown (Kantar, 2020). Chocolate, made from cacao seeds, can be made into liquid or solid form to add flavour/ingredients into all manor of foods and beverages. It is a consistently popular flavour globally, having been originally created (in broth form) by the ancient Maya of Mesoamerica, who first cultivated cacao beans as early as 1750BC.

Chocolate = Comfort

In these troubled times, no doubt chocolate has become even more important as people were seeking reassurance, familiarity and comfort. Chocolate consumption has increased by 46% in the UK during lockdown (Kantar, 2020)

Dark chocolate stimulates the production of endorphins, chemicals in the brain that create feelings of pleasure. Dark chocolate also contains serotonin, an antidepressant that can elevate mood.

Provenance & Premiumisation

92%

of dessert consumers are motivated to chose desserts if the chocolate content is described as “good quality” or “Belgian”. The importance of “made with good quality chocolate” as a consumption driver by channel. RESTAURANTS 79% FAST FOOD OUTLETS 68% CAFE & COFFEE SHOP 65% PUBS 60% HOTELS 37% BARS 37% 48

(Callebaut & CGA 2020)

So how did Chocolate make its way to Europe? During the 16th century a man called Hernán Cortés travelled to South America to establish Spanish colonies, and when he arrived he was greeted with gallons of the spicy drink (Cacao broth). He took some home with him to Spain and it became a hit. Initially, it was often used as a medicine, but its bitter taste led people to try sweetening it. So, some added sugar, vanilla or honey. This made it absolutely delicious, and it soon became very fashionable at the Spanish court. In modern times Europe is now the largest consumer of Chocolate worldwide.

2 1 VEGAN CHOCOLATE FUDGE CAKE Vg

1 3

A two-layer vegan chocolate fudge cake filled, and side masked with vegan chocolate fudge.

F90020 | 1 X 16 CUT 2 CHOCOLATE FUDGE FIXATION

A large chocolate fudge cake with 3 layers of moist chocolate cake layered with chocolate fudge and caramel, decorated with chocolate fudge.

F13880 | 4 X 14 CUT 3 CHOCOLATE FUDGE CAKE

Moist chocolate sponge sandwiched with white chocolate fudge icing and chocolate fudge icing studded with white chocolate chunks. Masked with more chocolate fudge icing, sprinkled with shards of white and milk chocolate and dusted with sugar snow.

F13300 | 1 X 14 CUT

1 ALABAMA FUDGE CAKE

A deliciously moist rich chocolate cake filled and covered with chocolate fudge icing before being hand decorated with a spiral swirl design. Simply delicious.

F13850 | 1 X 16 CUT 2 VEGAN CHOCOLATE ORANGE CAKE Vg

Three layers of chocolate sponge filled with orange flavoured frosting & masked with chocolate orange flavoured icing. Decorated with cocoa nibs and caramelised orange zest.

F90090 | 1 X 14 CUT FOUR LAYER CHOCOLATE FUDGE CAKE

A stunning striped slice. Rich chocolate sponge layered four high, sandwiched with chocolate and white chocolate fudge icing. Masked in more chocolate fudge icing. Studded all over with chocolate pailletes and sprinkled with chocolate & white chocolate chips.

F18151 | 1 X 12 CUT 2

Lets Celebrate

According to industry specialists, “Celebration” is one of the main missions driving Round Cake consumption. Why? Because Round Cakes deliver indulgence and a proper treat feeling that can be shared with family and friends. As celebration is not an everyday occasion, customers really want it to feel special and memorable. That’s why decoration, design and particularly colours are very important factors to consider when choosing the perfect celebration cake to add to your range. Visually impactful items are also a great way to spread the word about your business on Social Media channels!

FIRST BITE IS WITH THE EYES!

N EW

1 in 3 young adults in London choose a place to eat depending on how good the food will look on Instagram & it's impact on their Social Media following. (Source: Just Eat, 2019)

1 RHUBARB & CUSTARD CAKE

3 layers of vanilla sponge, layered with a custard flavour and rhubarb flavour frosting with a layer of rhubarb compote. Coated in marbled custard & rhubarb flavour frostings, decorated with a ring of 14 custard flavour frosting blobs and dusted with raspberry powder.

F14810 | 1 X 14 CUT 52

2 ANGEL CAKE

Pink and yellow sponges layered with raspberry sauce and vanilla frosting. Finished with vanilla frosting and decorated with hundreds and thousands.

F16620 | 1 X 14 CUT

3 CHOCOLATE CHIP COOKIE DOUGH CAKE

2 layers of vanilla sponge with cookie dough pieces, layered and masked with a cookie dough frosting. Side decorated with chocolate chips, and finished with a ring of cookie dough frosting blobs, more chocolate chips and a drizzle of chocolate.

F14790 | 1 X 14 CUT

Desired qualities of cakes, cake bars and sweet baked goods for celebrating a special occasion. (Source: Mintel 2021)

17%

Pre-portioned servings

47% Eye catching e.g. decorations and design

42% Generous Amount of filling/topping

14% Unusual flavours

14% Healthier options

N E W

Delivery Take Away Solutions

The 2020 pandemic accelerated the growth in demand for desserts in takeaway and delivery formats. Our new sealed and packaged sweet bakery solutions come in individual and sharing formats. We offer a range of cheesecakes, cakes and puddings in safely sealed and convenient formats. Ideal for any establishment looking to offer takeaway solutions or expand their delivery menus and get their fair share of a strong habit that’s here to stay. Why?

When?

Who?

The new normal Dinner

Dessert Lovers

Driving Growth

Sweet Snacking

Convenience & Shareable formats

Takeaway / Food To Go

Takeaway and Delivery Users Sharing Enthusiasts

TAKEAWAY & DELIVERY:

The new normal Take Away (TA) & Delivery Market Value £11.4bn

£5.7bn

2015

£12.6bn

Conversion Opportunity for desserts

£7.7bn 25% Rarely

2019

2020

2024

Frequency of ordering desserts via TA/Delivery

21% Never 16% Sometimes 14% Most Times

4% Every Time

50.3%

Better value for money 33%

Take Away (TA) & Delivery Restaurant & Pub Groups Sales Contribution in May 2021

49.7% Remainder

TA & Delivery

Source: Lumina Intelligence 2021

Part of a meal 28% Nothing would 28% encourage Better quality desserts 24%

TA/Delivery Dessert consumption drivers

Wider choice 23%

How to do it Source: CGA Food Insights Report 2021

TAKEAWAY & DELIVERY PROFILE MALE

47%

FEMALE

YOUNGER DEMOGRAPHIC

53%

with 60% of consumers aged under 35 (22% being 18-24)

Source: Lumina Intelligence 2020

TAKEAWAY AND DELIVERY CONSUMER DEMOGRAPHIC:

REGIONS DRIVING TAKEAWAY & DELIVERY

37%

NORTH ENGLAND 1ST

63%

C2DE ABC1 Source: Lumina Intelligence 2020

MIDLANDS 3RD

share of delivery in restaurant group sales

LONDON 2ND

>100% increase Source: Lumina Intelligence, Delivery Report 2020

over 2020 Source: CGA Insights 2020

Delicious dessert jars

These delicious dessert jars look incredible and taste even better. Made easy to handle and display, they are perfect for QSR and takeaway. Available in a clear plastic jar, the packaging enhances the visibility of the different ingredients and adds appeal and sophistication to a chilled display. The product is safely sealed with an aluminium effect screw top. Last but not least, both the pot and the lid are recyclable!

1 HONEYCOMB CHEESECAKE POT

Crisp digestive biscuit topped with a smooth and creamy white chocolate cheesecake enriched with chocolate coated honeycomb. Decorated with swirls of chocolate and finished with more chocolate coated honeycomb.

F39050 | 1 X 20 INDIVIDUALS 2 WHITE CHOCOLATE AND RASPBERRY CHEESECAKE POT

Crisp digestive biscuit layered with white chocolate cheesecake, fruity raspberry sauce, moist vanilla sponge chunks and finished with white chocolate shavings and crushed raspberries.

F39060 | 1 X 20 INDIVIDUALS

3 LEMON CURD PANNA COTTA

Layers of tangy lemon curd and creamy panna cotta finished with crushed amaretti biscuit.

F39040 | 1 X 20 INDIVIDUALS 4 CHOCOLATE ORANGE POT

Rich and indulgent dark chocolate mousse infused with orange oil, topped with crisp dark chocolate shavings.

F39070 | 1 X 20 INDIVIDUALS 5 YUZU, LIME AND PISTACHIO CRUNCH Crisp digestive biscuit layered with a zesty lime cheesecake, topped with a fruity yuzu glaze and finished with chopped pistachio.

F39030 | 1 X 20 INDIVIDUALS 59

NEW TAKEAWAY AND DELIVERY SOLUTION* The Covid-19 pandemic has had a dramatic impact on the foodservice market, forcing most operators to integrate delivery to their menus in order to meet the boom in consumers’ demand. At Mademoiselle Desserts, we conducted a in-depth market and consumer research to develop a relevant, hassle-free solution that will help our customers adopting a more multichannel approach and getting their fair share of this new consumption habit. *If you’re interested in these concepts, please get in touch with us to discuss your product and packaging needs. MOLTEN CIRCULAR CAKE TRAYS

Our new circular desserts are the perfect partner to a dinner deal selection in store or a takeaway dessert option. These delicious heatable desserts are ideal for eating at home. These products come in a re-heatable circular tray with a flow wrapped pack for protection and freshness.

POSSIBLE OPTIONS:

Milk Chocolate Lava Cookie Sticky Toffee Pudding Circular Tray Toffee Apple Melt Down Sticky Butterscotch Pudding Rhubarb & Ginger Crumble Chocolate Rum Mousse Cake

LAVA COOKIE CIRCULAR TRAY

STICKY TOFFEE PUDDING CIRCULAR TRAY

CARAMEL & PECAN PULL-APART

GOOEY CHOCOLATE CAKE

SQUARE DESSERT TRAYS

Our new Square Tray Desserts allow for larger portion products. A perfect size for a shared treat/snack or a meal for one, that can challenge bigger dessert options on the market. Ideal for restaurants looking to expand their services to delivery or established takeaways expanding their menu. These products come in a reheatable tray with a clear plastic film seal.

POSSIBLE OPTIONS: Gooey Chocolate Cake

Caramel & Pecan Pull-apart Carrot Cake Cookie Dough Cheesecake Choco Chip Bread & Butter Pudding Biscoff Cheesecake

Mini Beignets Single Serve We know consumers love choice, convenience and indulgence in their sweet treats. Our range of single serve products tick all of these boxes to delight consumers with delicious miniature creations including premium French mini beignets and muffins. Perfect for creating sweet assortments and deals.

Why?

When?

Who?

Permissible Indulgence

Eat-In

Instagramers

Small Touches of luxury

Takeaway & Delivery

Guilt-avoiders

Assortments

Tea/Coffee Time

Consumers willing to try it all

SINGLE SERVE: Permissible indulgence

and affordable luxury 35%

Motivating Factors when ordering desserts:

48%

Made with Premium Ingredients Made with Seasonal

39% Ingredients 34% 35%

Available in shared-size

It feels excessive or too indulgent

15%

Made with ethically sourced Fair-Trade Ingredients

13%

Barriers to ordering desserts:

Low in Sugar

Poor value for money

19% Sugar content 16% 14% 19%

Calorie content Fat content Price

Callebaut & CGA 2020

WHY CHOOSE SINGLE SERVING:

TOP

reasons for choosing

PERFECT FOR SHARING

sharing formats • PORTION CONTROL

VERSITILE AND SUITABLE FOR FTG

• SOCIAL (FRIENDS, FAMILY ETC) • TRY SEVEREL DESSERTS • SPEND LESS BY SPLITTING COSTS • IT’S MORE FUN

PORTION CONTROL

SNACKING & SUITABLE FOR VARIOUS DAYPARTS Callebaut & CGA 2020

Callebaut & CGA 2020

SHARING ALTERNATIVESTO TO CLASSIC FORMATS TO DRIVE MORE CONVERSATION

34%

OF DINERS 64

AGREE THEY’RE MORE LIKELY TO BUY A DESSERT IF IT’S AVAILABLE IN A SHARED FORMAT. THIS INCREASES TO 44% AMONGST 18-44S Callebaut & CGA 2020

SHARING PLATTER 73%

85%

OF CO NSU MERS

PUBS

RESTAURANTS

WHO WOULDN’T NORMALLY ORDER DESSERT

Callebaut & CGA 2020

Of consumers who 69% CAFE & CS

would order a sharing platter, 85% visit restaurants, 73% visit pubs, 69% cafes and coffee shops, presenting opportunities to include sharing dessert options on menus in these sectors

What would encourage you to eat more desserts? Top 3 answers

are more likely to purchase if there is an option to buy a mini dessert served with a hot drink Callebaut & CGA 2020

Attitudes Towards Healthy Eating – “Do you agree with the following statements?”

30% 7% What you eat has a direct impact on your emotional well being

Source: Mintel - Attitudes towards healthy eating 2021

40%

Eating less of an indulgent product appeals more than eating more of a ‘light/diet’ version of the same product

Were low in sugar

Available in “mini”

63% 10%

Contained all natural ingredients

Source: Mintel – Dessert Report 2021

23% 8% I think dessert can be both healthy and indulgent

50%

Agree Neither Agree or Disagree Disagree

70% 65

These are not doughnuts !! In the 1980s, the Heunet couple from Northern France were making home-made beignets to sell locally at markets. These beignets were made following a traditional local recipe featuring quality ingredients such as fresh yeast and butter; then deep fried, filled and coated in sugar but could also be eaten plain. This passion led to the creation of a company, under the Les Délices des 7 Vallées name, which became part of the Mademoiselle Desserts group in 2019 and allows the group to offer this delicious, premium alternative to mainstream doughnuts.

Mini Beignets vs Doughnuts

Large Size

Small Size

What’s the difference?

Mini Classic Doughnuts

Healthier –Convenient –Cheap -Standardised & Highly Processed Low organoleptic interest - Low degree of differentiation - Strong Versatility

Permissible Indulgence - Convenient - Value delivery - Fresh - Strong differentiation - Strong organoleptic interest - Easily scalable - Strong Versatility

UNIQUE POSITIONING VS CLASSIC DOUGHNUTS ALLOWS TO CAPTURE GREATER PROPORTION OF: Females

Large Classic Doughnuts Rich - Cheap - Standardised & Highly Processed -Low organoleptic interest - Low differentiation - Low versatility

Mainstream 66

French Mini Beignets

Large Artisan Doughnuts Indulgent - Expensive -Strong organoleptic interest -Strong differentiation - Challenging at scale - Low versatility

Premium

Health-Conscious Consumers Kids Foodies More affluent customers

CLASSIC MINI BEIGNETS

The ultimate doughnut balls. Delicious mini French style doughnuts, generously rolled in powdered sugar. Serve with a dipping sauce for a next level dessert.

AC0708 | 1 X 70 INDIVIDUAL

1 1 DARK CHOCOLATE FILLED MINI BEIGNETS

Delicate miniature beignets with a creamy dark chocolate centre, rolled in caster sugar.

AB07014 | 1 X 70 INDIVIDUAL 2 CHOCOLATE HAZELNUT FILLED MINI BEIGNETS

Delicate miniature beignets with a creamy hazelnut and chocolate centre, rolled in powdered sugar.

AD0708 | 1 X 70 INDIVIDUAL 3 APPLE FILLED MINI BEIGNETS

Delicious French style doughnuts with a zingy and sweet gooey apple centre, rolled in powdered sugar.

AA0707 | 1 X 70 INDIVIDUAL 4 RED FRUITS FILLED MINI BEIGNETS

Soft miniature beignets filled with crushed raspberry, blueberry and blackberry and rolled in powdered sugar.

AB07012 | 1 X 70 INDIVIDUAL 68

A different product proposition to mainstream doughnuts - a lighter feel with enhanced shelf life, no oily aftertaste and no greasy touch - premium ingredients and indulgent fillings - extra soft texture

MINIATURE TREATS 1 RED FRUITS FILLED MINI MUFFINS Sweet miniature muffins with a liquid centre of puréed strawberries, blueberries, blackberries and raspberries. Topped with crunchy crumble pieces.

RDD04215 | 1 X 42 INDIVIDUAL 2 APPLE & CINNAMON FILLED MINI MUFFINS

Miniature muffins filled with sweet apple purée and scattered on top with crumble pieces.

RCC04218 | 1 X 42 INDIVIDUAL 3 SALTED CARAMEL FILLED MINI MUFFINS

A fluffy miniature muffin filled with a creamy salted butter caramel filling. Studded on top with crunchy chopped hazelnuts.

RAF04221 | 1 X 42 INDIVIDUAL 4 CHOCOLATE HAZELNUT FILLED MINI MUFFINS

Delicate miniature chocolate muffins with an indulgent chocolate hazelnut filling. Crowned and studded with miniature chocolate chips.

RBB04224 | 1 X 42 INDIVIDUAL 5 LITTLE TEA RANGE

A selection of mini slices of afternoon tea favourites: crisp pecan pie topped with whole pecans. Lime pie with a flamed meringue top. Chocolate brownie cheesecake, with layers of creamy cheesecake and brownie swirled with rich chocolate sauce.

2307 | 3 X 10 CUT

3 4

Puddings Roulades

If you are looking to deliver comfort in the form of indulgent hot, melt in the mouth puddings & roulades, look no further. We have taken classic recipes and made them our own. Our range is the perfect balance of comforting traditional classics you’d enjoy on a Sunday Lunch, innovative creations inspired from other countries as well as twisted British Classics featuring stunning visual and on trend flavour profiles. Last but not least, we’ve also created delicious Vegan and Gluten Free alternatives to delight all consumers alike.

Why?

When?

Who?

Broad Appeal

Eat-in

Tradition Lovers

Dessert Lovers

Dinner

Comfort Seekers

Comforting

Sunday Lunch

1 1 STICKY TOFFEE PUDDING

A light sponge pudding generously drizzled in a creamy toffee sauce.

F48240 | 1 X 12 INDIVIDUAL 2 SYRUP SPONGE PUDDING

A light sponge pudding dripping in a syrup sauce.

F48230 | 1 X 12 INDIVIDUAL 3 GLUTEN FREE Vg CHOCOLATE FONDANT

A gluten free, melt in the mouth chocolate pudding, with a molten chocolate centre when warmed.

077333 | 1 X 12 INDIVIDUAL

4 6

4 SPOTTED DICK PUDDING

Raisin studded sponge pudding delicately flavoured with mixed spice.

F48270 | 1 X 12 INDIVIDUAL 5 CHOCOLATE ORANGE JAFFA PUDDING

A moist golden sponge pudding with a tangy orange sauce centre topped with a rich chocolate sauce.

F49510 | 1 X 12 INDIVIDUAL 6 GLUTEN FREE STICKY Vg GF TOFFEE PUDDING

A fluffy gluten free sponge generously drizzled with a creamy toffee sauce.

079269 | 1 X 12 INDIVIDUAL

1 76

1 GLUTEN FREE TOFFEE APPLE Vg GF CRUMBLE

A chunky apple and toffee filling topped with a sweet oaty crumble.

079283 | 1 X 12 INDIVIDUAL 2 GLUTEN FREE & VEGAN APPLE & Vg GF Vg BLACKBERRY CRUMBLE A chunky blackberry and apple filling topped with a sweet oaty crumble.

079276 | 1 X 12 INDIVIDUAL 3 LEMON CURD SPONGE PUDDING

Moist lemon sponge with a tangy lemon curd centre and topped with a zesty lemon sauce.

F49500 | 1 X 12 INDIVIDUAL

Getting Christm treat themselves

3/5 co nsu me rs 1/3 plann a i ng much so to t for l he os t

s a Xm 2021

hr ist

ce as e twi t re a r up leb make e c can y me.* ti

at C

g ’ C the hr y fe ist ma el s*

loo

g to kin

In the light of the recent events, customers plan to go big and want to make up for lost time by rewarding themselves with delicious, memorable treats. This year more than ever, it will be key for foodservice operators to get customers’ needs right so they can make the most of this key opportunity.

in ay al s s 2/3 of consumer norm a‘ optimistic for

*Source: CGA, 2021 78

mas right THIS YEAR'S CHRISTMAS FLAVOURS

Source: Derived from Kerry, The Food People, Mademoiselle Desserts’ UK research (including menu tracker data for Coffee Shops & Cafes, Restaurants, Pubs, Retail)

Key categories for Christmas MAINSTREAM

TRENDING

EMERGING

Chocolate (Dark, Milk, White) Salted Caramel, Caramel, Orange Spices (Cinnamon, Nutmeg, Clove) Xmas Pudding, Mincemeat, Gingerbread Winter Berries (Raspberry, Cranberry) Nuts (Walnut, Hazelnut, Pecan, Almond) Panettone, Dried Fruits, Cherry

Tropical Fruits (mango, pineapple, passion fruit) Boozy Flavours (Gin, Eggnog, Brandy, Sherry, Port) Speculoos, Mint Hot Drinks Flavours (hot chocolate, coffee, latte) Elevated orange (Blood Orange, Clementine)

Elevated Chocolate (ruby, dulcey) Candy Canes Chestnut Maple Elevated Caramel (burnt caramel, infused caramel)

HIGH MARKET COVERAGE

LOW MARKET COVERAGE

Top trends for Christmas

Premiumisation & Luxurious Feel

WOW Factor & Sophisticated Visuals

Nostalgia & Twisted Classics

Clear Seasonality & Festive Theme on Menus

6 in 10 (59%) of over 55s will enjoy a Christmas pudding dessert on Christmas Day, twice as many as 18-34-yearolds (28%). (Tesco Xmas Report 2020)

STICKY TOFFEE CHRISTMAS PUDDING

Moist sticky toffee style sponge enriched with mixed peel, raisins and spices and topped with a sticky toffee sauce.

F49520 | 1 X 12 INDIVIDUAL

2 in 1

All the nation’s favourites in one dessert! According to a research from Yougov, Mince Pie is the Nation’s favourite Christmas dessert, followed by… Christmas Pudding. Another research from yougov, placed the sticky toffee pudding in the top tier of The Best Classic British Food Survey.

Combining the two together in a hybrid dessert creation allows us to deliver exciting innovation in a familiar and comforting way, therefore helping to attract a broader audience.

50% of Britons find “Hybrid Desserts” appealing (Mintel 2021)

The combination of Chocolate and Orange was one of the most represented flavour profiles for Sweet Bakery in the 2020 Festive Season across both foodservice and retail. (Menu Tracker, Mademoiselle Desserts UK, Christmas 2020; The Grocer) 82

CHOCOLATE ORANGE ROULADE

Moist chocolate buttermilk sponge layered and rolled with smooth and creamy chocolate orange frosting. Decorated with a rich dark chocolate orange ganache and piped with orange chocolate lines and sprinkled with chocolate shavings.

F47810 | 1 X 12 PRECUT

Modern Nostalgia The Roulade is a festive favourite with further opportunity for growth as consumers' desire for nostalgia and comfort gets stronger.

2016

2017

Dec

2018

2019

Dec

2020

Dec

Roulade Interest – UK past 5 years (Source: Google Trends, January 2020)

Indulgent • (e.g. chocolate or cream) Eye catching decoration • and design quality ingredients • High flavours • Adult • Combination of textures

Desired attributes in a dessert for dinner party and celebration occasions

(Source: Mintel 2021) 83

Gateaux

Whether they’re being served with a hot drink in the afternoon or shared for a celebration, Gateaux are a strong part of the British Sweet Bakery landscape. Our range offers both traditional flavours and more innovative twists, making our Gateaux that extra bit special.

Why?

When?

Who?

Broad Appeal

Afternoon Snack Tradition Lovers

Retro Nostalgia

Dinner

Comforting

Celebration

Comfort Seekers

ONE LUMP NOT TWO Due to the work we have completed on sugar reduction, by the end of 2019, there was 32 tonnes less sugar entering the food chain. Each dessert created by Mademoiselle Desserts is designed to be a moment of decadent delight and indulgence. However, in line with governmental sugar guidelines and the market trend towards a lower sugar diet, our chefs have been working to reduce the level of sugar in some of our desserts without compromising on the exceptional taste. With this in mind, we have redeveloped our gateaux range with new lower sugar recipes and an improved flavour profile and taste. Please note the new codes when ordering. In addition to lowering the sugar level in some of our products, all our sites are now peanut free. As part of this work, and to ensure even more people can enjoy them, we have removed the peanuts from our gateaux range. 84

1 STRAWBERRY GATEAU

Two layers of light sponge spread with strawberry filling. Covered in cream and topped with a ring of piped cream rosettes around a pool of strawberry sauce and juicy whole strawberries.

F01011 | 6 X 1 UNCUT 2 ORANGE & LEMON GATEAU

Vanilla sponge filled with a layer of orange and lemon sauce. Side coated with cream and white chocolate flavour flakes and decorated on top with whipped dairy cream rosettes around an orange and lemon sauce.

F06221 | 6 X 1 UNCUT 3 BANOFFEE GATEAU

A sweet toffee sponge cut into two layers, filled with banana toffee sauce. Surrounded with cream and side coated with digestive biscuit crumb. The top is decorated with a ring of cream rosettes filled with toffee sauce.

F05011 | 6 X 1 UNCUT 4 BLACK FOREST GATEAU

Two layers of fluffy chocolate sponge sandwiched with cherry sauce, covered with cream and topped with a piped crown of cream rosettes with a cherry sauce centre studded with whole cherries. Decorated on all sides with chocolate flavour chips.

F00011 | 6 X 1 UNCUT 5 3 LAYER STRAWBERRY GATEAU

Three layers of vanilla sponge sandwiched together with strawberry filling and dairy cream, enrobed in dairy cream, topped with strawberries and a strawberry sauce, side coated with speculoos biscuit crumb and finished with dairy cream rosettes.

F11051 | 6 X 14 CUT 6 COFFEE & MANDARIN GATEAU

Two delicate coffee flavoured sponges sandwiched with a mandarin filling. Covered with cream and side decorated with coffee flavoured chips. Topped with piped cream rosettes and filled with a mandarin sauce.

F02011 | 6 X 1 UNCUT

1 2

1 THREE LAYER BLACK FOREST GATEAU

Three layers of fluffy chocolate sponge sandwiched together with fruity cherry filling and dairy cream, enrobed in more dairy cream, side coated with chocolate vermicelli and finished with dairy cream rosettes topped with glacé cherries circling a pool of chocolate flavour flakes.

F10051 | 1 X 14 CUT 2 CHOCOLATE FUDGE GATEAU

A moist chocolate sponge sandwiched with creamy chocolate fudge icing. Finished by hand with a luscious chocolate fudge icing spiral.

F03010 | 6 X 1 UNCUT F03110 | 1 X 16 CUT 3 STICKY TOFFEE GATEAU 3 4

A delicate toffee sponge sandwiched with toffee sauce. Covered with toffee cream and speculoos biscuit crumb, decorated with toffee cream rosettes, toffee sauce and finished with a sprinkle of chocolate flavour flakes.

F05511 | 6 X 1 UNCUT 4 DOUBLE CHOCOLATE GATEAU

Two layers of light chocolate sponge filled with chocolate sauce. Covered with chocolate cream and side coated with chocolate flavour flakes. The top is decorated with a ring of chocolate cream rosettes and a central decoration of chocolate flavour flakes.

F04011 | 6 X 1 UNCUT

GLUTEN FREE:

King of Free From 7% 22%

15%

Free

12%

Vegetarian

12% HOUSEHOLDS ARE AVOIDING

GLUTEN

Gluten

Other

WHEAT

Low in

Sugar

13%

22%

TOP FREE FROM DRIVERS

Vegan

17%

Dairy

Free

20%

Source: Mintel 2019

people on Gluten Free TOP 3 things diet are looking for : 3 2 1 Clearly labelled Gluten Free options

A good experience

A safety assurance scheme

Source: Coeliac Society 2019

PRECONCEIVED IDEAS ABOUT GLUTEN FREE ARE SOFTENING

7% YET 22%

of consumers follow a gluten-free diet, of consumers are more likely to choose a dessert if it is

GLUTEN FREE.

Source: Callebaut & CGA 2020

GLUTEN FREE IS THE TOP consumption driver for dessert consumption. source: Callebaut & CGA 2020

ONLY THINK GF=

BUT THERE’S 12% “POOR VALUE” 16% “BLAND” STILL ROOM FOR 20% “LIMITED OPTIONS” CONVERSION 21% “UNAPPEALING” Source: Mintel Free-From Food Report 2021

1 GLUTEN FREE NEW YORK STYLE VANILLA CHEESECAKE 079313 | 1 X 14 CUT

2 GLUTEN FREE SICILIAN LEMON Vg GF & MASCARPONE CHEESECAKE 079290 | 1 X 14 CUT 3 GLUTEN FREE & VEGAN CHOCOLATE & CHERRY Vg GF Vg CHEESECAKE 079306 | 1 X 14 CUT

4 GLUTEN FREE Vg GF CHOCOLATE FONDANT 077333 | 1 X 12 INDIVIDUAL 5 GLUTEN FREE & VEGAN APPLE Vg GF Vg & BLACKBERRY CRUMBLE 079276 | 1 X 12 INDIVIDUAL 6 GLUTEN FREE VANILLA & RASPBERRY SWIRL CHEESECAKE 079368 | 1 X 14 CUT 7 GLUTEN FREE STICKY Vg GF TOFFEE PUDDING 079269 | 1 X 12 INDIVIDUAL 8 GLUTEN FREE CHOCOLATE BROWNIE CHEESECAKE F31670 | 1 X 12 CUT 9 GLUTEN FREE TOFFEE Vg GF APPLE CRUMBLE 079283 | 1 X 12 INDIVIDUAL 10 GLUTEN FREE DEEP DISH Vg GF APPLE CRUMBLE PIE 079344 | 1 X 14 UNCUT

VEGAN:

The unstoppable rise

85% Source: Veganuary

UP (+45%)

2021

VEGANUARY

campaign hit record high in 2021, with over 580,000 people signing

MOST VEGANUARY PARTICIPANTS IN 2021 WERE FEMALE

57%

of Vegan consumers are aged

18-44

Source: Veganuary 2020

27%

Good for the environment

25%

Natural Good for weight management Nutritous Good for immune health 28%

VEGAN PLANT BASED

15% 14% 13%

20% 21% 22% 18%

32% 34%

19% 22% 18%

Unappealing Limited Options

15%

Bland 12% 11%

Poor value for money

Negative associations

VEGAN DEMOGRAPHIC:

Positive associations

CONSUMER PERCEPTION OF VEGAN AND PLANT BASED FOOD

Source: Mintel Free-From Food Report 2021

1 7

11 10

13 12

16 14 15

1 VEGAN PLATE APPLE PIE F92010 | 2 X 1 UNCUT

2 VEGAN CHOCOLATE & HAZELNUT CHEESECAKE Vg 2344 | 1 X 14 CUT 3 GF & VEGAN CHOCOLATE & Vg GF Vg CHERRY CHEESECAKE 079368 | 1 X 14 CUT 4 VEGAN SALTED CARAMEL CHEESECAKE Vg 1554 | 1 X 14 CUT

19 18

5 VEGAN CHOCOLATE SALTED CARAMELISED BISCUIT CHEESECAKE Vg 2309 | 1 X 14 CUT 6 GF & VEGAN APPLE & Vg GF Vg BLACKBERRY CRUMBLE 079276 | 1 X 12 INDIVIDUAL 7 VEGAN CHOCOLATE ORANGE CAKE Vg F90090 | 1 X 14 CUT

8 VEGAN APPLE PIE F92000 | 1 X 14 CUT 9 VEGAN LEMON & LIME TART Vg F90910 | 1 X 14 CUT

10 VEGAN COCONUT & SUMMER FRUITS HANDHELD TART Vg F95020 | 1 X 15 INDIVIDUAL 11 VEGAN CHOCOLATE FUDGE CAKE Vg F90020 | 1 X 16 CUT 12 VEGAN LEMON & BLUEBERRY CHEESECAKE Vg 2310 | 1 X 16 CUT 13 VEGAN BAKEWELL TART F95030 | 1 X 14 CUT

14 VEGAN SPECULOOS CHEESECAKE Vg 2308 | 1 X 16 CUT 15 VEGAN RASPBERRY ALMOND FRANGIPANE Vg F92600 | 1 X 14 CUT 16 VEGAN PECAN PIE F26680 | 1 X 16 CUT

17 VEGAN CHOCOLATE & RASPBERRY TART Vg F90010 | 1 X 14 CUT 18 VEGAN TREACLE TART F90900 | 1 X 14 CUT

19 VEGAN PLATE CHERRY PIE F92020 | 2 X 1 UNCUT

Cheesecakes

Frozen Shelf Life from point of packing. Display refers to the conditions the product should be stored in after defrosting and for how long. 98

Code

Product Name

F36020

Best Ever NY - 10” round

F31311

Blackcurrant Cheesecake

2343

Blackcurrant Ombre Cheesecake

Veggie

Ambient or chilled display

Frozen shelf life

1 x 14 Cut

yes

2 Days Chilled

18 months

6 x 1 Uncut

yes

2 Days Chilled

18 months

1 x 16 Cut

yes

2 Days Chilled

12 months

Qty per box

Gluten Free

F36010

Caramel Ombre Cheesecake

F31321

Cherry Cheesecake

F37090 F31020 F31720 F31361 079368

GF & Vegan Chocolate & Cherry Cheesecake

1 x 14 Cut

yes

079320

GF Chocolate Brownie Cheesecake

1 x 16 Cut

079313

GF New York Style Vanilla Cheesecake

079290

Vegan

1 x 14 Cut

yes

2 Days Chilled

18 months

6 x 1 Uncut

yes

2 Days Chilled

18 months

Choco A Moo Cheesecake

1 x 16 Cut

yes

2 Days Chilled

12 months

Chocolate – 9” round

1 x Uncut

yes

2 Days Chilled

18 months

Deep and Creamy Cheesecake

6 x 12 Cut

yes

2 Days Chilled

18 months

Fruits of the Forest Cheesecake

6 x 1 Uncut

yes

2 Days Chilled

18 months

yes

2 Days Chilled

12 months

yes

2 Days Chilled

12 months

1 x 14 Cut

yes

2 Days Chilled

12 months

GF Sicilian Lemon & Mascarpone Cheesecake

1 x 14 Cut

yes

2 Days Chilled

12 months

079306

GF Vanilla & Raspberry Swirl Cheesecake

1 x 14 Cut

yes

2 Days Chilled

12 months

F31940

Honeycomb - 9” round, cold-set

F31371

Mandarin Cheesecake

F31030

yes

1 x 14 Cut

yes

2 Days Chilled

12 months

6 x 1 Uncut

yes

2 Days Chilled

18 months

Sicilian lemon cheesecake

1 x 12 Cut

yes

2 Days Chilled

18 months

F31950

Strawberries & Cream - 9” round, cold-set

1 x 16 Cut

yes

2 Days Chilled

12 months

F31341

Strawberry Cheesecake

6 x 1 Uncut

yes

2 Days Chilled

18 months

F31000

Vanilla Cheesecake

1 x 1 Uncut

yes

2 Days Chilled

18 months

2344

Vegan Chocolate & Hazelnut Cheesecake

1 x 14 Cut

yes

2 Days Chilled

12 months

2309

Vegan Chocolate Salted Caramelised Biscuit Cheesecake

1 x 14 Cut

yes

2 Days Chilled

12 months

2310

Vegan Lemon & Blueberry Cheesecake

1 x 16 Cut

yes

2 Days Chilled

12 months

1554

Vegan Salted Caramel Cheesecake

1 x 14 Cut

yes

2 Days Chilled

12 months

2308

Vegan Speculoos Cheesecake

1 x 16 Cut

yes

2 Days Chilled

12 months

F31670

White Chocolate & Raspberry Cheesecake

1 x 12 Cut

yes

2 Days Chilled

12 months

Tarts & Pies Cakes

Ambient or chilled display

Frozen shelf life

yes

1 Day Chilled

18 Months

yes

2 Days Chilled

12 Month

yes

2 Days Ambient

24 months

yes

2 Days Chilled

12 months

yes

2 Days Chilled

12 months

1 x 14 Cut

yes

2 Days Chilled

12 months

6 x 12 Cut

yes

2 Days Chilled

12 months

yes

2 Days Chilled

12 Months

yes

2 Days Chilled

18 Months

yes

2 Days Chilled

12 months

1 x 14 Cut

yes

2 Days Chilled

18 months

Vegan Coconut & Summer Fruits Tart

1 x 15 Cut

yes

2 Days Chilled

12 months

F90910

Vegan Lemon & Lime Tart

1 x 14 Cut

yes

2 Days Chilled

12 Months

F26680

Vegan Pecan Pie

1 x 16 Cut

yes

2 Days Chilled

12 months

F92010

Vegan Plate Apple Pie

2 x 1 Uncut

yes

2 Days Chilled

18 Months

F92020

Vegan Plate Cherry Pie

2 x 1 Uncut

yes

2 Days Chilled

18 Months

F92600

Vegan Raspberry Almond Frangipane

1 x 14 Cut

yes

2 Days Chilled

18 months

F90900

Vegan Treacle Tart

1 x 14 Cut

yes

2 Days Chilled

12 Months

F13850

Alabama Fudge Cake Cut

1 x 16 Cut

yes

2 Days Chilled

18 Months

F13860

Alabama Fudge Cake Uncut

1 x 1 Uncut

yes

2 Days Chilled

18 Months

F16620

Angel Cake

1 x 14 Cut

yes

4 days ambient

18 months

F14790

Chocolate Chip Cookie Dough

1 x 14 cut

yes

5 days ambient

18 months

F13300

Chocolate Fudge Cake

1 x 14 Cut

yes

2 Days Chilled

18 Months

F13880

Chocolate Fudge Fixation

4 x 14 Cut

yes

2 Days Chilled

18 Months

F18151

Four Layer Chocolate Fudge Cake

1 x 12 Cut

yes

2 Days Chilled

18 Months

F18420

Lemon & Elderflower Cake

1 x 12 Cut

yes

2 Days Chilled

18 Months

F14810

Rhubarb & Custard

1 x 14 cut

yes

5 days ambient

18months

F90020

Vegan Chocolate Fudge Cake

1 x 16 Cut

yes

2 Days Chilled

18 Months

F90090

Vegan Chocolate Orange Cake

1 x 14 Cut

yes

2 days ambient

18 Months

Code

Product Name

Qty per box

F23550

Banoffee Pie

1 x 12 Cut

F20200

Custard Tart

1 x 14 Cut

F26150

Deep Apple Pie

6 x 14 Cut

F26660

Dutch Apple Pie

1 x 14 Cut

079344

GF Deep Dish Apple Crumble Pie

1 x 14 Cut

F26670

Key Lime Pie

F26541

Lemon Meringue Pie

F20210

Lemon Tart

1 x 14 Cut

F92000

Vegan Apple Pie

1 x 14 Cut

F95030

Vegan Bakewell Tart

1 x 14 Cut

F90010

Vegan Chocolate & Raspberry Tart

F95020

Gluten Free

Vegan

yes

Veggie

GOT A QUESTION? GET IN TOUCH: PHONE : 01823 257922

E-MAIL : ENQUIRIES@MDESSERTS.COM 99

100

Takeaway & Delivery

Product Name

Qty per box

Gluten Free

Vegan

Veggie

Ambient or chilled display

Frozen shelf life

F39070

Chocolate Orange Pot

1 x 20

Yes

72 Hrs Chilled

12 Months

F39050

Honeycomb Cheesecake Pot

1 x 20

Yes

72 Hrs Chilled

12 Months

F39040

Lemon Curd Panna Cotta

1 x 20

Yes

72 Hrs Chilled

12 Months

F39060

White Chocolate & Raspberry Cheesecake Pot

1 x 20

12 Months

F39030

Yuzu, Lime and Pistachio Crunch

1 x 20

Yes 72 Hrs Chilled If you’re interested in these concepts, please get in touch Yes 72 Hrs Chilled with us to discuss your product and packaging needs.

n/a

Carrot Cake

n/a

Gooey Chocolate Cake

n/a

Lava Cookie Circular Tray

n/a

Pecan Pull Apart

n/a

Sticky Butterscotch Pudding Circular Tray

AC0708

Apple Filled Mini Beignets

AB07014

Chocolate Filled Mini Beignets

AB07012 MIni Beignets & Single Serve

Display refers to the conditions the product should be stored in after defrosting and for how long.

Frozen Shelf Life from point of packing.

Code

Chocolate Hazelnut Filled Mini Beignets

AA0707

Classic Mini Beignets

AD0708

Red Fruits Filled Mini Beignets

RCC04218

RBB04224

Apple & Cinnamon Filled Mini Muffins Chocolate Hazelnut Filled Mini Muffins

RDD04215

Red Fruits Filled Mini Muffins

RAF04221

Salted Caramel Filled Mini Muffins

2307

Little tea range

12 Months

If You’re interested in these concepts, please get in touch with us to discuss your products and packaging requirements

1 x 70 Individual 1 x 70 Individual 1 x 70 Individual 1 x 70 Individual 1 x 70 Individual 1 x 42 Individual 1 x 42 Individual 1 x 42 Individual 1 x 42 Individual 3 x 10 Cut

yes

3 Days Ambient

18 Months

yes

3 Days Ambient

18 Months

yes

3 Days Ambient

18 Months

yes

3 Days Ambient

18 Months

yes

3 Days Ambient

18 Months

yes

2 Days Ambient

18 Months

yes

5 Days Ambient

18 Months

yes

2 Days Ambient

18 Months

yes

5 Days Ambient

18 Months

yes

2 Days Chilled

12 Months

Puddings & Roulades Gateaux

Gluten Free

Veggie

Ambient or chilled display

Frozen shelf life

yes

3 Days Chilled

12 Months

yes

Heat from frozen

12 Months

yes

Heat from frozen

12 Months

1 x 12 Individual

yes

Heat from frozen

12 Months

GF Toffee Apple Crumble

1 x 12 Individual

yes

Heat from frozen

12 Months

F49510

Chocolate Orange Jaffa Pudding

1 x 12 Individual

yes

Heat from frozen

12 Months

F49500

Lemon Curd Sponge Pudding

1 x 12 Individual

yes

Heat from frozen

12 Months

F48270

Spotted Dick Pudding

1 x 12 Individual

yes

Heat from frozen

12 Months

F49520

Sticky Toffee Christmas Pudding

1 x 12 Individual

yes

Heat from frozen

12 Months

F48240

Sticky Toffee Pudding

1 x 12 Individual

yes

Heat from frozen

12 Months

F48230

Syrup Sponge Pudding

1 x 12 Individual

yes

Heat from frozen

12 Months

F05011

Banoffee Gateau

6 x 1 Uncut

yes

1 Day Chilled

24 Months

F00011

Black Forest Gateau

6 x 1 Uncut

yes

1 Day Chilled

24 Months

F03010

Chocolate Fudge Gateau Uncut

6 x 1 Uncut

yes

2 Days Chilled

24 Months

F02011

Coffee & Mandarin Gateau

6 x 1 Uncut

yes

1 Day Chilled

18 Months

F04011

Double Chocolate Gateau

6 x 1 Uncut

yes

1 Day Chilled

18 Months

F06221

Orange & Lemon Gateau

6 x 1 Uncut

yes

1 Day Chilled

24 Months

F05511

Sticky Toffee Gateau

6 x 1 Uncut

yes

1 Day Chilled

18 months

F01011

Strawberry Gateau

6 x 1 Uncut

yes

1 Day Chilled

24 Months

F10051

Three Layer Black Forest

6 x 14 Cut

yes

1 Day Chilled

18 Months

F11051

Three Layer Strawberry Gateau

6 x 14 Cut

yes

1 Day Chilled

24 months

Code

Product Name

Qty per box

F47810

Chocolate Orange Roulade

079276

GF & Vegan Apple & Blackberry Crumble

1 x 12 Individual

yes

077333

GF Chocolate Fondant

1 x 12 Individual

079269

GF Sticky Toffee Pudding

079283

Vegan

1 x 12 PreCut yes

101

Our History of Desserts

Since its starting point in France in 1984, Mademoiselle Desserts has quickly evolved from a single manufacturing site in the Dordogne region, to a nationwide Group. In 2012, Mademoiselle Desserts started developing its presence in the UK by progressively bringing together over 200 years of combined experience in making best in class cakes and desserts under the same banner. All of our UK sites share the same objective: developing market leading products while maintaining the highest standards from quality to people.

1865

Ministry of Cake founded

104

1983

The Handmade Cake Company founded

1995

Speciality desserts founded

2012

Speciality Desserts bought by Mademoiselle Desserts, becomes Mademoiselle Desserts UK

2013

The Handmade Cake Gluten Free Range launched

2014

The Handmade Cake Company joins Mademoiselle Desserts UK

2016

2020

The Ministry of Cake Maidenhead joins Mademoiselle Bakery Gluten Free Desserts UK area expansion completed

105