Bakeries have been told not to fear Halloween and ensure their timing and products are perfect to capitalise on one of the biggest events of the year.

Figures from the IRI show that the seasonal cake market rose to a worth of £129 million in the 52 weeks leading up to May 2013 and Halloween is now the third largest event in the bakery calendar, earning £8 million and representing six per cent of the total share. says cake businesses have over the last year witnessed a significant lift in business during this season, with product sales rising over three per cent in 2012 alone.

Jacqui Passmore, marketing manager of Dawn Foods, is backing Halloween to become even more of an occasion in 2013 and says bakers should make the most of kids’ “pester power” as they plan for October 31.

“Getting the timing and the offering right is essential to capitalising on this opportunity,” she said, recommending the use of in-store displays “geared to the whole family”.

In terms of the ideal products to sell, Ms Passmore says doughnuts are expected to enjoy huge popularity this year and Halloween is the perfect time to show off new designs and flavours.

“Doughnuts are perfect for sharing and Halloween is a peak time for parties with family and friends,” she claimed.

To help businesses boost their sales in this critical period, Ms Passmore suggested creating mixed, iced doughnut presentation boxes with a Halloween theme in mind.

As reported by, doughnut giant Krispy Kreme used this exact approach when creating products for Halloween 2012; printing cut-out puppets and placing them on doughnuts to create “Krispy Skremes”.


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