Feb 26, 2022
‘They have no idea what a Bakewell is’: cakemaker Mr Kipling’s plan to crack US
"Americans have no idea what a Battenberg is. They might think it's something to do with the war," said Marcia Mogelonsky, director of insight in food and drink at market research provider, Mintel. "If you do the maths; the US cake market is about five times the size [of the UK]. With relatively modest market share, as long as it's sustainable, it could become even bigger than our UK market." David Wilson, who brought alternative meat product Quorn to the US 20 years ago and now runs a consultancy that has helped British companies such as Green & Black's chocolate to enter the market, advises clients not to over-egg the Britishness of their products. In Australia, Mr Kipling has gained 14 per cent of the branded cakes market. Mr Kipling will initially make the cakes in the UK, freeze them and transport them to the US, where Canadian baking company Weston Foods will distribute them to US supermarkets.
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