It's been a good year for Mr Kipling owner Premier Foods - and cakes have led the way.
The new-look packaging and trendy flavours have seen sales soar at Mr Kipling - and it's even getting popular outside Britain.
"In the last year, Mr Kipling, our largest brand, grew 12% following its successful brand relaunch in the UK," said Alastair Murray, Premier Food's acting chief executive.
The new pack design, logo and advertising helped - but then so did new types of cake - including Unicorn and Flamingo slices.
And that means there's more to come.
First - there will be fancier cakes, in classic combinations.
"The Group is set to launch a premium range of Mr Kipling 'Signature' cakes with variants such as After Dinner Mint Fancies and Chocolate, Caramel & Pecan slices," Premier Foods said in a statement.
Then there are options for more people.
"We have plans to launch an exciting new brand, 'Plantastic', using plant- based ingredients," Murray added.
But Premier Foods also makes cakes for Cadbury's - and that means something special is on its way.
"Exciting new lines" are set to include new Cadbury cake slices, Oreo cupcakes and - most importantly - Freddo cupcakes.
Yes - everyone's favourite chocolate frog will soon be available as a cake too - hopefully costing less than 25p each...
