Say cheese!

Bakery and dessert manufacturer Sara Lee has launched Sara Lee Gold, a range of three new cheesecakes designed to reinvigorate consumer interest in the UK's £269 (€376) million frozen dessert sector.

The company aims to quickly expand the range with additional product developments planned for later in the year.

"The frozen dessert category has been in steady decline over the last couple of years as the market faces increasing pressures from a number of areas,"​ said Sara Lee's marketing manager Baronie Drew.

"Consumer perceptions have shifted rapidly over the last decade and what was once considered a luxury item is today seen as an everyday purchase."​

The frozen dessert category has been heavily price promoted, and Sara Lee believes that consumers have become increasingly driven by value.

"Our research shows that they instead are looking to the ambient and chilled areas for quality and innovative products to fulfil their dessert needs,"​ said Drew.

"The launch will help create a point of difference in the freezer cabinet, offering a Gold standard of desserts to compliment the existing value brand and own label products available."​

The new Sara Lee Gold range includes the Strawberry Shortcake, which combines vanilla cheesecake and strawberry sauce on a buttery shortcake base. The Lemon and Lime features a crunchy ginger biscuit base, while the Chocolate & Hazelnut product features a chocolate brownie base.

The UK cheesecake market is worth around £50 million and is showing consistent growth year on year. The total market is up 16 per cent, while premium cheesecakes are growing at an impressive 68 per cent.

"The launch looks to tap into this eating trend, creating a consumer awareness of Sara Lee Gold and a platform for further launches later in the year,"​ added Drew.