Free-from cake specialist Just Love Food Company has expanded its range with a vegan-friendly Confetti Traybake.
The cake has a vanilla-flavoured sponge covered in hand-piped frosting and multi-coloured sugar sprinkles. It is free from nuts, milk and eggs, as well as artificial colourings and flavourings, and is approved by The Vegan Society. It’s priced at £6, serves nine people, and is available at Tesco and Asda stores nationwide.
The launch coincided with Allergy Awareness Week (24 to 30 April), which this year focused on childhood food allergies.
Just Love was founded in 2010 by Mike Woods after his children were diagnosed with life-threatening nut allergies. Spotting a gap in the market, Woods set up the company to produce a range of allergen-safe celebration cakes for supermarkets across the UK. It also supplies vegan and gluten-free options, with its line-up including a vegan chocolate & caramel cake, vegan lemon cake, and ‘The Enticing One’ chocolate cake which is free from nuts, milk and eggs.
All cakes are produced at the firm’s factory in Blackwood, South Wales is 100% nut-free in line with its nut safe promise.
In early April, Just Love unveiled new-look branding across its range. The redesigned packaging features clear allergen and dietary need information and includes an allergen label that can be cut out to place next to the cake at parties.
The company claimed it is seeing rising consumer demand in line with the increase in allergies, dietary needs and choices. However, a recent survey by food intolerance specialist YorkTest found that only 5% of kids’ birthday cakes sold by supermarkets online were free from egg or gluten.
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