Source: Bells of Lazonby

Bells of Lazonby has launched vegan Espresso Tiffin cakes and its first plant-based Mini Bites sharing selection.

Sold under the Cumbria bakery’s Bells & Whistles label, the Espresso Tiffin slices are made from a blend of nuts, coffee and rich chocolate, joining the existing Ginger & Apricot and Berry & Cashew line-up.

Each pack features two gluten, wheat and milk-free tiffins, with an individual slice containing 120 calories, the brand said.

In addition, the family business has debuted two new plant-based snacking tubs under its We Love Cake brand. The Crunch ‘n’ Crisp Toffee Crispy Mini Bites and Choc-a-block Flapjack Mini Bites are free from gluten, wheat and milk and certified by Coeliac UK and the Vegan Society. Both are sold in 156g/110g resealable tubs.

We Love Cake mini bites2

Source: Bells of Lazonby

Josh Boydell-Smith, head of brand and marketing for both Bells & Whistles and We Love Cake claimed that free-from bakery can sometimes “feel quite stuffy”, and added the trend around veganism and the rise of flexitarians was “going nowhere among millennials”.

“We know shoppers are looking for ways to make their diet more plant-based,” he said. “Bells & Whistles provides a treat alternative without the guilt of breaking from a vegan diet.”

Boydell-Smith described the mini bites selection as a “huge innovation” for We Love Cake as “they allow us to challenge not only in bakery but in sharing and snacking occasions”.

“This new range is another opportunity to challenges perceptions around free-from bakery and allows us to go after the mainstream, confectionery shopper looking for sharers that work for everyone at the table,” he added.

The Espresso Tiffins are available exclusively from Sainsbury’s for £1 until 22 September and will then rise to £2 per pack (rsp). The mini bites are available across 400 Sainsbury’s stores on an introductory £2 offer.

The flurry of NPD comes after We Love Cake launched Rumble in the Crumble, gluten, wheat and milk free apple crumble slices in selected Waitrose stores, last month.