• Kyodo News

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In a race to see who gets to take the cake, major convenience store chains have been offering more sweet foods under their own brand names in an effort to beat traditional bakeries and dessert shops.

The companies appear eager to release cheaper and more refined products as they regard desserts, which are selling well despite the prolonged recession, as a lucrative way of attracting more women to their stores, especially those in their 20s and 30s.

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