I'll have a Scotch and cake, please!

- Last updated on GMT

Related tags: Cake

Rich fruit cake might not be the traditional accompaniment for
Scotch, but the UK's Inter Link Foods has teamed up with Allied
Domecq subsidiary Thomas Lowndes to create just such a product,
baked with a liberal dash of Teacher's.

Allied Domecq​ subsidiary Thomas Lowndes has teamed up with Inter Link Foods to launch a rich fruit cake with Teacher's Scotch whisky.

The product is baked, cooled and injected with whisky prior to being overwrapped and packaged in a gold box, which Thomas Lowndes believes will give the product a suitably high profile image.

The occasional/celebration cake market is enjoying healthy growth at the moment, with the sector worth £78.5 million and growing at 15 per cent year on year. The whole cakes market is worth £261 million, up 5.2 per cent year on year and accounts for 35 per cent of the total cake market, according to TNS data.

Michael Coughlan, national account manager for Inter Link Foods, said: "After years of producing higher priced tinned cakes, we felt the time was right to make our cakes accessible to a wider audience.

"Our new rich fruit cake with Teacher's Scotch whisky maximises opportunities presented by the growth in occasional/celebration cakes and is the ideal gift for celebratory occasions.

"We deliberately chose a male-oriented alcohol such as whisky for the cake and the use of the Teacher's brand name adds value, recognition and credibility to the product as well as giving it a unique point of difference. As the UK's fastest growing blended whisky with over 3 million drinkers, it was the obvious choice to make."

Made at Inter Link Foods' William Lusty bakery in Heywood, Lancashire, the cake has a nine-week shelf life and will be available nationally from September for the Christmas selling period.

The rich fruit cake with Teacher's Scotch whisky is the first in a range of cakes from Thomas Lowndes containing alcohol. All variants will be packaged in a gold box. Also available from September will be a double chocolate and orange cake with Grand Marnier.

John Meyer, head of sales at Thomas Lowndes​, said: "We are delighted to be working with Inter Link Foods on their new cake range. The use of brands like Teacher's and Grand Marnier adds an exclusive quality to the host product and brings innovation and appeal to the occasional/premium cake fixture."

Related topics: Retail & Shopper Insights

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