Bell of Lazonby has secured nationwide listings with Morrisons and Waitrose for its free-from We Love Cake range.
The Cumbrian bakery’s ‘Choc-a-lot’ Chocolate Pudding, ‘Super Sticky’ Toffee Pudding, and ‘Caramelicious’ Salted Caramel & Chocolate Tarts will hit Morrisons stores in April while the Caramelicious and ‘When life gives you lemons’ Tarts will be listed in Waitrose in May. The latter was named New Bakery Product of the Year at the 2022 Baking Industry Awards where the judges praised its “zingy flavour with well-baked crisp pastry”.
The tarts are sold in packs of two and have an rsp of £2.50, while the puddings are sold as a sharing tray with an rsp of £3.
All the products are vegan-friendly, as well as milk, wheat, and gluten-free. They’re made in small batches by skilled bakers and finished by hand, according to Bells of Lazonby.
Launched initially in Sainsburys this January, the new range was crafted to target the growing trend in what the company has dubbed ‘flexi-treats’ shoppers – consumers who are increasingly flexing to veganism across all aspects of their diet including dessert, bakery, and confectionery.
The launch was described as ‘a huge success’ and follows a strong 12 months of growth for the brand. We Love Cake secured the title of fastest growing free-from sweet bakery brand for two consecutive years – growing 232% in volume and 249% value year on year, Bells added.
Head of marketing for Bells of Lazonby, Josh Boydell-Smith, believes with most British households tapping into the vegan market, it’s time for the firm to target all consumers with free-from goods and ‘break down supermarket aisle boundaries’.
“With many shoppers wanting to flex their diets on a regular basis, dessert should be a simple place to start. As consumers move away from seeing flexi-treats as ‘other’ to viewing it more as a conventional buy, we gain listings and see growth in our sales.
“Securing Morrisons and Waitrose for We Love Cake’s desserts and puddings range is a great milestone for Bells of Lazonby, as the brand continues to expand and target new shoppers,” Boydell-Smith added.