Just Love Food Company is splitting up its gluten-free and plant-based cake ranges, with the latter reformulated with fewer ingredients and moved under a new brand called Fussie.
Launching into Asda on 14 September, the Fussie vegan range comprises a Chocfetti Celebration Cake (rsp: £10, 863g), a Vanilla Traybake (rsp: £8, 452g) and a Sweet Treat Set (rsp: £5, 84g x 3). The latter gift pack contains three mini cakes in each of Chocfetti, Vanilla, and Lemon varieties.
All products are milk and egg free, thus suitable for vegans, as well as nut free. They are manufactured at Just Love’s 10,500 sq ft allergen-controlled site in Oakdale Business Park, South Wales.
The new brand is said to be focused on flavour, fun, and fewer ingredients. “We have been in the vegan market for quite some time and we know the association with ultra-processed food is causing a decline in that market,” commented Just Love head of sales Danika Woods. “We made the decision to launch a cleaner deck brand that happened to be plant based as a way of responding to the growing concerns.”
Woods noted that, in developing the Fussie range, the business had gone through the deck of their existing plant-based cake recipes “with a fine-tooth comb” and assessed the purpose of every ingredient, removing anything they felt wasn’t a necessity to the quality. “We have had to reduce the shelf life but cakes themselves have achieved a level of quality beyond our expectations from when we started the process,” she added. See the full list of ingredients for each new cake below.
With the strapline ‘Fussie is the new foodie’, the new brand takes a light-hearted approach to scrutinising labels. An on-pack QR code offers clarity on ingredients, sustainability and allergen information in a more consumer-focused way, whilst keeping the playful tone.
The launch also marks a strategic development for the wider business in that its Just Love brand will now be made up exclusively of gluten-free lines such as Happy Birthday Cake – the Free-from Bakery Product of the Year at the Baking Industry Awards 2023 – and its recently debuted Carrot Cake.
Founder Mike Woods admitted that, while his company has always been about removing allergens, the brand had become confusing. “We no longer felt aligned to the clarity our core customers needed. By separating the ranges out, we will be able to clearly communicate our offering. Just Love is gluten free, Fussie is vegan,” he said.
Just Love is projecting year-on-year sales growth of 18% for 2026 to reach £6m turnover. It current retail listings include Asda, Tesco, Sainsburys, Waitrose, Ocado, Bidfood, Brakes, Harlech, Castell Howell, and most recently, M&S.
Full ingredients lists for Fussie cakes:
Chocfetti Celebration Cake – Sugar, Wheat Flour (Wheat Flour, Calcium Carbonate, Niacin, Iron, Folic Acid, Thiamin), Water, Rapeseed Oil, Palm Oil, Glucose Syrup, Humectant (Vegetable Glycerine), Sugar Strands [Sugar, Cocoa Mass, Sunflower Oil, Potato Starch, Rice Flour], Fat Reduced Cocoa Powder, Wheat Protein, Raising Agents (Sodium Carbonates, Diphosphates), Flavouring, Emulsifiers (Cellulose Gum, Mono- and Diglycerides of Fatty Acids), Salt, Antioxidant (Citric Acid)
Vanilla Traybake – Sugar, Water, Rapeseed Oil, Wheat Flour [Wheat flour, Calcium Carbonate, Iron, Niacin, Folic Acid, Thiamin], Glucose Syrup, Humectant (Glycerine), Wheat Protein, Flavourings, Salt, Emulsifier (Cellulose Gum), Raising Agents (Sodium Carbonates, Diphosphates), Acidity Regulator (Citric Acid).
Lemon Mini Cake – Sugar, Wheat Flour (Wheat Flour, Calcium Carbonate, Niacin, Iron, Folic Acid, Thiamin), Water, Rapeseed Oil, Palm Oil, Glucose Syrup, Humectant (Vegetable Glycerine), Concentrated Lemon Juice, Dried Lemon Powder, Wheat Gluten, Raising Agents (Sodium Carbonates, Diphosphates), Emulsifiers (Cellulose Gum, Mono- and Diglycerides of Fatty Acids), Flavouring, Salt, Antioxidant (Citric Acid)
No comments yet