To do this, instead of scarifying our most valuable asset, our recipes, we took inspiration from the famous pie charts and took out 3 different percentages of our most famous cakes and sold them with a discount and a new claim: The first low fat cakes with the exact flavor of their original recipes.

The New 20% less fat Strawberry Cream Cake, The New 15% less fat Chocolate Cake and the New 30% less fat Vanilla Butter Cake.

Our Reduced Fat Cakes were launch through press, outdoor and web ads. They rapidly gain popularity in social networks becoming our best sold cakes (15% over the regular cakes) and the most effective ambassadors of our big discovery: Sacrifice size, not flavour.