Gulfood Manufacturing 2016

Cake Concepts takes Japanese idea to develop Fun Cakes and sponge pancakes

By Jenny Eagle

- Last updated on GMT

Related tags Middle east Baking

Cake Concepts has taken an idea from Japan and adapted it to American and US tastes to create a niche market in the bakery industry.

The Dutch company, which is exhibiting at Gulfood Manufacturing at Dubai World Trade Centre (November 7-9) for the first time this year, produces cake lines for sandwich pancake and Fun Cake concepts, and what it describes as ‘innovative cake products’. 

Bakery manufacturers are doing the same thing

Willam Hazendonk, sales director, Cake Concepts, told BakeryandSnacks it has seen many suppliers in the bakery industry doing the same thing in the past few years, so wanted to bring something new to the industry. 

We are looking for entrepreneurs who are getting tired of making the same style of cakes, such as layer cakes and Swiss rolls​,” he said. 

We are a niche player in the industry, but hopefully people are happy with us bringing some innovation to the cake industry. We have seen a lot of interest from the Middle East and greater region​.” 

Cake Concepts has a pilot machine on display at the show – its core business is making industrial lines for Fun Cake and pancake machines. 

The machine can create 300 pieces of product an hour as part of a panel test, and gives potential customers feedback on the technology it delivers should they wish to develop an industrial line. 

Pilot line to test ideas

The pilot line demonstrates filling, depositing , baking and multiple depositing. 

Fun Cakes are cake characters with a filling inside and, unlike open baking mold technology, comes with closed molds to give the product a clear visual aspect. 

Hazendonk said the technology is not easy to copy and the pancake line can be built with a heat stamp to print logos on top of the sponge. It also comes in a variety of colors. 

I’ve been in this business since 2002. The concepts are from Japan, but there they fill the cakes with a bean paste​,” he added. 

We liked and embraced the idea and have ‘Americanized’ them by replacing the fillings with more regular ones, including chocolate, fruit, and savory products like cheese​. 

The original recipe is a traditional Japanese one, so we developed it into a sponge-type cake recipe​.”

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