Family bakery Bells of Lazonby is set to launch a trio of vegan and gluten-free cake slices under a new brand called Bells & Whistles.
The cakes are available in Berry & Cashew, Nut Truffle and Ginger & Apricot, none of which contain gluten, wheat or milk. They are comprised of a baked base covered with ganache, which is topped with dark or white vegan chocolate and sprinkled with either berries, roasted hazelnuts or chopped pistachios.
Each flavour will be available in 500 Sainsbury’s stores across the UK and on the retailer’s website from 9 June with an rsp of £2.75 for a pack of four.
It comes just weeks after Premier Foods announced it would be tapping into the growing interest in plant-based foods with a new brand called Plantastic.
“Bells of Lazonby already has a gluten-, wheat- and milk-free brand in We Love Cake, but we wanted to create the next generation of cake that would give us a brand with equity, which we could grow rapidly in the UK and the overseas market,” said Josh Boydell- Smith, head of brand and marketing at Bells of Lazonby.
“We have launched Bells & Whistles to rewrite the rules in the sector, with branding, packaging and a product that defy the preconceptions of vegan food and stand out in the ever-growing vegan market.”
He added that the branding was inspired by millennial fashion brands, with a focus on “celebrating quality ingredients and our passion for innovation”.
Earlier this year, Bells of Lazonby revamped its We Love Cake range with lower-sugar recipes and a new look.