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British-Style Pudding – Actually More Of A Cake – Gains A Foothold In U.S. Market

October 5, 2012: 12:00 AM EST
A U.K. native transplanted to Austin, Texas, is growing a six-year-old business whose main offering is Britain’s traditional chilled dessert: pudding. Far different from the American version – it’s not a custard – the basic product provided by the Sticky Toffee Pudding Company to retail chains (e.g., HEB and Costco) and supermarkets is a moist sponge cake with finely chopped dates covered in toffee sauce and served warm during the Christmas holidays. But it isn’t an easy venture for Tracy Claros. She has to do her marketing in the spring and summer to make sure retail deals have been forged by August. And delivery of fresh product nationwide is a logistical nightmare. Encouraging news for Claros? A fellow Austin baker believes "chilled desserts are on the cusp of exploding onto the market."
James Jeffrey, "Two nations divided by a common custard", The Independent (London), October 05, 2012, © independent.co.uk
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