Welsh Hills Bakery celebrates Morrisons advert appearance

Free-from food producer Welsh Hills Bakery is celebrating the appearance of its chocolate sponge cake in a Morrisons TV advert.

The Glamorgan-based bakery initially created the gluten-free Lovemore Decorate Your Own Celebration Cake for the launch of a Morrisons store in Colindale, London. Although the intention was to sell it only in that store, over the last few months the cake has been made available in 263 Morrisons sites across the country.

It now features in a 40-second Morrisons advert featuring a range of free-from produce, due to be aired from 23 May to 29 May.

Robin Biesok, in charge of new product development at Welsh Hills Bakery, said: “The Colindale store has a large free-from area, as well as a dedicated expert on hand to help with customers’ queries about allergies. The store fits with Welsh Hills Bakery’s ethos of ensuring those with food intolerances and specific dietary requirements have easy access to suitable food without having to compromise on taste or choice. It was a very exciting proposition and, although a tight turnaround was required, we were delighted that Morrisons approached us.”

Stefanie Downey, free-from buyer at Morrisons, said: “We’ve listened hard to our customers, who told us they wanted us to improve our free-from range. As a result, we’ve increased it to include more core staples and on-the-go snacks. Customers now have a greater choice of gluten-free products in their local store than ever before, including the Lovemore Decorate Your Own Celebration Cake.”

Morrisons already sells a range of Welsh Hills products including gluten-free apple pies and gluten-free mince pies.

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