Shipley-based bakery Just Desserts has launched its own retail brand of family-sized cakes after more than 30 years as a foodservice supplier.

The new range from the family-run baker and patissier is aimed at independent delis, farm shops, garden centres and high-end retail outlets.

It comprises traditional, handmade cakes, including a Victoria sponge, a lemon drizzle cake and a salted caramel cake. The latter picked up the Best Bakery Product in the 2016 Yorkshire’s Finest Taste Awards run by Deliciouslyorkshire and The Yorkshire Post last month.

All three cakes are available in packaging designed with a strong provenance message, which Just Desserts said was designed “to reflect the handcrafted qualities of the product and light-hearted image for shelf appeal”.

Just Desserts plans to add to this initial range with new flavours such as coffee & walnut, chocolate, and blueberry & vanilla. 

The company said the move into developing a retail cake brand is part of its strategy to develop new channels for its products outside its core market.

James O’Dwyer, managing director of Just Desserts, said: “We bake more than 130 premium products for the foodservice sector, but recognised the opportunity to market a branded cake to high-end retailers.”