The product will form part of Gu's Fru range of fruit-based products and is intended to build on the success of Gu's Chocolate Brownies. It will be sold in Waitrose, Sainsbury's, Tesco and online with Ocado. It will come in packs of eight individually wrapped cakes with packaging created by design agency Big Fish.
Fru Carrot Cakes, which are lightly spiced and contain fruit and grated carrot, do not include any preservatives. The product is aimed at consumers seeking a snack that can be consumed both on the move and at home. Its launch will be supported by print advertising and PR.
Gu's move into the snacking market comes as it claims that research conducted by the company shows that consumers are now eating smaller, but more frequent meals.
While sales of unwrapped cakes are falling, Mintel has forecast continued growth in the wrapped and cake-bar categories. Sales increased by 11% between 2001 and 2005, and the sector is estimated to be worth £1.7bn by 2011.
Supermarkets' own-label packaged cakes are the bestsellers in the sector, according to Euromonitor, followed by RHM-owned brands Lyons Cakes, Cadbury Mini Rolls and Mr Kipling.
Gu was founded in 2003. Its range includes chilled chocolate puddings, ice-creams and chocolates.
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