The Cake Crew


The Cake Crew recently targeted a major UK retailer regarding their own label small cake business.  They took a category led approach to the discussion to demonstrate that not only could they compete on price but also provide incremental category growth through developing their range.


TCC approached Levercliff with the support of procured data for the project to ensure there was a clear and unbiased overview of the retailer’s performance within the market, we then worked to turn this data into insight to understand what was required to grow the category. 

Working collaboratively with the cross functional teams, Duncan helped map the retailers small cake range and paired this with total market share and data for both total grocery and small cake specific to identify clear opportunity gaps.  He then continued to work with the team to produce a concise and targeted presentation using data-led insights to demonstrate how The Cake Crew would grow the category.


The Cake Crew team presented this back to the retailer and by successfully demonstrating an understanding of the insights and solutions required to grow their category sales this contributed to The Cake Crew successfully securing a £5m contract.


I enjoyed working with Duncan to understand and develop insights for our target retailer’s range. The process allowed us to continue to develop the category management skills of the cross functional teams as well tap into his knowledge and experience. We have worked consistently with Duncan and Levercliff over the last 10 years and we look forward to continuing our successful relationship on other retailer projects.

Kit Rogan
Head of Sales


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