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Cake business out of the box

THE $30 million gift delivery market has been targeted by Perth company Cake Box, the café and restaurant supply company founded by Harold Clough’s daughter Sue Townsend.

Launching Cake In A Box, the O’Connor-based company is aiming to take a slice of the market from florists.

The business originally started in the kitchens of the Left Bank Cafe Bar and Restaurant.

The Left Bank was recently bought by entertainment entrepreneur Michael Rasheed.

Managing director and part owner Tanya Stolk said Cake Box had run out of room to grow in its wholesale business and had looked for a new way to boost turnover beyond the $2 million mark.

The company supplies about 300 restaurants and cafes in Perth with high quality cakes.

Ms Stolk said Cake Box had examined a range of options before deciding on Cake In A Box.

“Our product is in line with market research that shows the new consumer is increasingly looking for services being brought to them,” she said.

“For the buyer, our type of cake responds to all the senses – including taste, smell, visually and packaging-wise.”

The company is producing five cakes at $27.50 with a minimum delivery charge of $5.

If the Perth launch is successful, Cake In A Box might become a national venture.

“Perth is a top test market and if its take up goes as the research indicates, that’s exactly where we’re going to,” Ms Stolk said.

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