Anthony Alan Foods has added five new lines to its Weight Watchers range of reduced fat cakes.

The new lines are Chocolate Cake Bars, Caramel Cake Bars, Date & Walnut Cake Slices, Raisin Cakes and Custard Filled Madeira Cakes.  Like the rest of the Weight Watchers cakes range, they include Weight Watchers points, which allow participants in the Weight Watchers diet programme to monitor their fat and calorie intake, on the pack information.

The Weight Watchers cake range, which Anthony Alan Foods produces under licence, now accounts for over half of the UK’s low and reduced fat cake sales. 

“The Weight Watchers brand is driving growth in the low and reduced fat cakes sector,” said Anthony Alan sales director Mark Rooza. “Quality and taste established the range’s credibility and our strategy of developing new lines gives the range a momentum and dynamism that invigorates the whole market. We’re creating new business opportunities for retailers, by giving health-conscious consumers a wide choice of cakes they can treat themselves to without feeling guilty.”   

Further new launches will follow during 2006, Rooza said. The new launches are to be supported by consumer press advertising in women’s interest and slimming magazines.

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By GlobalData