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Despite a rising interest in healthy eating, it seems that the British simply can’t turn down the offer of a delicious pud. Latest research from MINTEL shows that sales of chilled desserts like cream cakes, cheesecakes and trifle have increased by a sweet 40% since 2001, to reach just over £390 million in 2006. ” undoubtedly the British still have a sweet tooth as the market for chilled desserts has seen a phenomenal increase in sales despite a growing obsession with healthy eating trends. Although many of us are trying to lead a healthier life, not everyone can be good all the time and we are clearly still happy to reward ourselves with an occasional treat,” comments Vivianne Ihekweazu, senior market analyst at MINTEL.