Morrisons is launching a new range of cakes this month as part of its ongoing own brand review. Over 90 new or improved cakes will hit the shelves ranging from traditional tea loaves and indulgent layer cakes through to pies and tarts.
Available in store from w/c 23rd April, the pre-packed cake offering has been completely redeveloped and extended to offer customers something for every occasion. Neil Nugent, Morrisons’ executive chef and head of innovation, and his team of chefs have added 31 new lines including decadent double chocolate mini cakes and banoffee mini tarts. In addition, over 50 recipes have been relaunched after a rigorous benchmarking process such as Morrisons’ Cherry Bakewells which now include more filling for the same price. The packaging has also been refreshed and updated to reflect the quality of the ingredients used.
The new range includes:
• Celebration cakes such as a two tier princess castle and a honey bear cake
• Small cakes that are perfect for an afternoon tea party and include salted caramel mini cakes and lemon meringue mini cakes
• Whole cakes including a layered carrot cake and a Red Velvet cake
• Loaf cakes such as an apple and sultana crumble cake and a traditional tea loaf
• Cake bars that include caramel cake bars and jaffa cake bars
• Pies & tarts featuring strawberry & cream mini tarts and banoffee mini tarts
Claire Clark MBE, one of the world’s leading pastry chefs has also worked with Morrisons to exclusively develop some of the new range. Claire has drawn on 30 years of experience leading the pastry kitchens of iconic restaurants around the world including The French Laundry in California’s Napa Valley and Claridge’s in London to create a decadent Red Velvet sponge cake. Claire has also developed a range of Jubilee inspired cakes which will hit stores in mid May including:
• A crown Victoria Cake with a vanilla buttercream and raspberry jam filling, topped with a glittery sugar dusting
• A diamond dusted chocolate cake with a layer of chocolate ganache, covered in chocolate and finished with a silver lustre
• A Battenberg layered with apricot jam
• An Elizabeth cake which includes dates, apples and walnuts topped with nuts, glace cherries and an edible silver lustre
Neil Nugent, Morrisons Executive Chef and Head of Innovation, said: “We’ve made huge strides to improve the quality of our cake range to provide our customers with both a compelling offer and great value for money. Whether you simply fancy a sweet treat to accompany your mid-morning snack or are looking for something to celebrate a special occasion, there is something for everyone in the new range”.
The new launch is part of a two-year own brand review that will also see Morrisons’ brand tiering evolve from a ‘good-better-best’ model to one that reflects customer’s needs. It follows the recent launch of the chilled meal solutions range.