Both Mr Kipling and Cadbury will be adding new products to their Christmas line up with a little help from their elves. Cadbury Cakes’ new product addition for 2016 will include a new bite called “Silent Bites” a delicious double blended brownie, with raspberry flavouring, covered in Cadbury milk chocolate.

Mr Kipling will also be sprinkling some Christmas magic with its white iced Frosty Fancies and Stollen Slices; a fruit cake slice crammed with sultanas, raisins and cranberries, a hint of rum, a moist central layer of marzipan and a dusting of snow. It’s a continental Christmas favourite for the whole family to enjoy in a convenient format.

Karmel Maletta, innovation controller for Cadbury Cakes & Mr Kipling at Premier Foods, said: “We know shoppers are looking for special cakes at Christmas time and willing to pay that extra bit more.”