Sales of Weight Watchers cakes in the UK are growing at a rate of 11.6%, more than double the rate the overall cake market, which has witnessed sales growth of 4.8%, according to the latest TNS figures.

Weight Watchers is the sectors fastest growing low-fat brand. Weight Watchers cakes, manufactured under licence by Anthony Alan Foods, account for over 50% of the UK’s low-fat cakes, the company said. Its Carrot Cake Slice is the biggest seller in the low-fat sector, and the seventh biggest in the cake slice category, where it competes with full-fat cakes.

“What makes our figures even more gratifying is that we’re bucking the trend; overall sales of low-fat cakes fell by 6.8%,” says Anthony Alan Foods sales director Mark Rooza. “This shows that Weight Watchers cakes are regarded totally as a treat, not as a compromise.” 

Anthony Alan Foods attributed the success of the products to its willingness to work closely with retailers. For example, the company said, it offers range of packaging to suit each sector – from hypermarkets to convenience stores.