Weight Watchers is extending its range of cakes to include a variety of shelf-ready packaging, including individual, twin and triple sizes.

The company said the packaging is designed to improve handling, increase product profile and enhance sales.

The cakes are produced under licence by Anthony Alan Foods.

“The Weight Watchers range offers an excellent opportunity to increase sales, by stocking a quality product with a proven track record,” says Mark Rooza, sales director, Anthony Alan Foods. 

Weight Watchers said it had produced counter display units to promote the products, encourage impulse sales and make re-stocking simple.

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Weight Watchers cake lines include flapjacks, cherry bakewells, Eccles cakes, a selection of cake slices and a variety of muffins.