Plant-based bakery specialist Oggs has rolled out new cakes and updated recipes to some of its existing products as part of an extensive brand refresh.
The London-based company said it had conducted a comprehensive customer survey in January 2025, gathering invaluable insights into branding ideas and product desires. The result is a refreshed brand identity that balances fun, playfulness, and a touch of elegance, reflected in beautifully designed packaging and upgraded, sustainably sourced recipes, it added.
On the NPD front, Oggs has made an inaugural move into the celebration cake subcategory. Its two-tier Rich, Velvety Chocolate Fudge Cake (£12.50 | serves 12) launched in Tesco has layers of chocolate sponge and chocolate frosting, finished with chocolate flavour icing, gold lustre, and dark chocolate & brownie fudge decorations.
Other new Oggs products launched at Tesco this month include Zesty Lemon Cakes (rsp: £4.10 | four-pack) featuring mini sponge with a lemon filling, lemon flavour icing and drizzle, plus sugar crystals; and Mega Birthday Cupcakes (rsp: £8.75 | nine-pack) comprising sponge injected with raspberry jam and hand-finished with vanilla icing and coloured sprinkles.
Meanwhile, the new Oggs Afternoon Tea Cakes (rsp: £4.15 | four-pack) available at Sainsbury’s stores contain two each of the Zesty Lemon Cakes and the Victoria Sponge Cakes, which are similar to the Mega Birthday Cupcakes but with freeze-dried raspberry pieces on top.
The company has also enhanced recipes in a trio of existing products – Mini Vanilla Cupcakes, Raspberry Ripple Cupcakes, and Victoria Sponge Cakes – that are sold in Waitrose, Sainsbury’s, and Tesco, with a wider roll out at retailers coming soon.
Adding a tagline of ‘The Ethical Bakery’ on new packaging, Oggs said it stands apart with its commitment to offering entirely plant-based treats packaged in 100% recycled plastic trays, and lower carbon alternative ingredients switching butter for oils and eggs for aquafaba (made from chickpeas). It achieved B Corp status in October 2022, was a finalist for the Sustainability Initiative of the Year at the Baking Industry Awards 2024, and last year surpassed its £450k crowdfunding target in just three weeks, raising more than £584k in the end to help support its mission to remove billions of eggs from bakery production.
“We’ve always believed that doing good shouldn’t mean compromising on taste or quality,” commented CEO Hannah Carter, who co-founded the firm with Polly Trollope in 2019. “Listening to our incredible customers has been at the heart of this journey, and we’re so proud to unveil products that not only taste amazing but are kind to the planet too. With the addition of our new Celebration Cakes, there truly is an ethical cake for every occasion.”
Oggs noted that consumer demand for sustainable, ethical products in the UK continues to rise – even amidst the cost-of-living crisis – driven by increasing environmental awareness and global social responsibility. It pointed to a 2024 Narvar study on retail sustainability expectations that revealed that over 80% of UK consumers are willing to pay more for sustainable products.
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