Rich Products (Kidderminster, Worcs) has launched a quality cup cake range under its David Powell brand. Developed to reflect the growth of the current US-style coffee shop culture, the new cup cake range aims to be positioned in the premium category.Featuring soft butter icing, the range is available in a number of varieties including chocolate, caramel, maple and pecan, as well as a range of children’s varieties. Available in seasonal variations, the cup cakes can be custom-made to suit individual customer requirements. In effect, the range can be tailored to reflect the retailer’s customer profile and complement existing offers, says Rich. Modified packaging ensures the cup cakes reach customers in a quality condition.