We Love Cake range launches in the UK

We Love Cake range launches in the UK

Bells of Lazonby, renowned family baker since 1946, is debuting We Love Cake’s nostalgia-inspired bakes with Morrison’s.

Following success and brand growth in Australia, the Cumbria-based bakery is now moving its focus to the UK multiples launching two new SKUs across select Morrison’s stores.

The brand-new range will include: ‘Rip-Roaring’ raspberry ripple slices and a ‘Totally Toffee’ Sticky Toffee slices that nods to household favourite, sticky toffee pudding.

Tapping into one of this year’s biggest food trends, We Love Cake hopes these two SKUs will deliver nostalgia to shoppers in a reimagined way. The multi-packs consist of four cake slices, each bite aimed at taking consumers back to their favourite winter puddings and childhood flavours.

Head of brand and marketing, Josh Boydell-Smith from We Love Cake said: “Nostalgia is one of this year’s biggest food trends across multiple markets. Interestingly, in the UK we see craving for these comforting flavours and products amplified by times of uncertainty.

“As the UK faces into local lockdowns and further unknown, families are looking for a lift from their shopping basket – classic treats, tastes of familiarity and fond memories to give shoppers a boost.”

In 2018, the Cumbrian bakery launched We Love Cake in Australia, where it has continued to grow. In the last 52 weeks it is estimated to be worth around $1.4M AUD in market with retailer Coles.

Since We Love Cake started in the foodservice channel – the brand has reportedly always had great feedback from consumers. “To this day we still receive hundreds of letters asking where they can buy the cakes in the supermarket and we are now delighted to point them towards Morrison’s,” said marketing manager Emily Sudell.

Josh Boydell-Smith added: “This winter our focus is on taking the joy and brand loyalty we have created in foodservice and applying it to major multiple retail with Morrison’s. Totally Toffee and Rip-Roaring Raspberry tap into shoppers seeking hyper-indulgence and great taste in the gluten-free space.

“With ninety-seven per cent of households now regularly buying food or drink marketed as being free-from these lines will hit a sweet spot. We plan to disrupt the sector and become a key brand for shoppers – focusing on bold flavour innovation, quality and value.”

Made in the We Love Cake bakery in Lazonby on the edge of the Lake District, Cumbria; these gluten, wheat and milk free cakes are baked in small batches by skilled bakers and hand finished. The slices are packaged in twin-packs to maintain freshness without losing its small batch quality.

The gluten free cakes are registered with Coeliac UK and declared as suitable for those with coeliac disease.

We Love Cake is available in select Morrison’s stores now on an introductory deal of £1.50 (RRP: £1.80).

For more information, visit: we-love-cake.co.uk.

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