Cake Crew cupcakes gain Vegetarian Society stamp of approval

The Cake Crew has seen 11 products within its Beautifully Crafted cupcake range approved by the Vegetarian Society.

The own-label manufacturer, which launched the premium cupcake brand last year, can now feature the society’s symbol on the following items:

  • Twin Cupcakes (Red velvet, strawberry, salted caramel and chocolate)
  • Maxi Platter (Red velvet, strawberry, salted caramel and chocolate)
  • Mini Fruit Platter (Raspberry, strawberry and blueberry)
  • Mini Twins (Salted caramel and blueberry)

The business made its foray into the branded market in December 2017. At the time, The Cake Crew’s business development director Bill Smith-Coats said the company, which supplies major retailers, had reached a point in its seven-year history where it was looking at the “long-term plan for business growth”.

Each Beautifully Crafted sponge cake is topped with a frosting and hand-finished with an edible decoration ranging from golden chocolate flakes or fudge squares to real fruit pieces, the brand said.

Speaking about gaining official accreditation from the society, Smith-Coats added: “We are thrilled that a range of our products can carry the Vegetarian Society Approved vegetarian trademark and we hope that this will encourage new customers to try our range, as well as offer our loyal consumers the assurance that we are committed to providing the very best ingredients in our range.”

Vanessa Brown, head of business and catering services at the Vegetarian Society, added: “The number of people choosing vegetarian dishes across the country is continuing to rise and we’ve seen a huge appetite for veggie products across all grocery sectors. We are delighted that a range of The Cake Crew’s products are now licensed to carry the Vegetarian Society Approved vegetarian trademark.”

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