Just Love rebrand pack shot

Source: Just Love

Gluten-free and allergen-safe celebration cake supplier Just Love Food Company is rolling out new-look branding across its range.

Just Love was founded by Mike Woods after his children were diagnosed with life-threatening nut allergies. Spotting a gap in the market, Just Love launched the UK’s first nut-free celebration cake in 2010 and the UK’s first vegan celebration cake nine years later.

The brand supplies a range of allergen-safe vegan and gluten-free celebration cakes to major retailers across the country.

Just Love’s new branding has been created by design agency Biles Hendry and features clear allergen and dietary need information. Every pack comes with an allergen label that can be cut out and placed next to the cake on the table to help guests make informed food choices.

Just Love celebration cakes featuring the new branding will roll out in early April to supermarkets including Tesco, Asda and Sainsbury’s.

Products in the line-up include:

Indulgent Chocolate Cake (RRP £8): This nut-free, milk-free, egg-free and vegan chocolate sponge cake is filled and covered with chocolate-flavoured frosting and topped with dark chocolate drops, finished with a chocolate drizzle.

Confetti Traybake (RRP £6): A nut-free, milk-free and egg-free vegan sponge cake covered with vanilla-flavoured and hand-piped frosting, decorated with edible decorations.

Birthday Cake (RRP £9): A hand-finished nut-free, milk-free and gluten-free sponge cake filled with vanilla frosting with plum and raspberry jam and covered with soft icing and coloured decorations.

“Our mission is so personal,” said Just Love CEO Woods. “Being a parent of children with allergies inspired me to set up this company and every day we hear from allergy sufferers just how important it is for them to be able to share a cake with their loved ones, sometimes for the first time.

“With this new brand identity, we believe retailers have an opportunity to put an inclusive celebration cake on their fixture that will meet the needs of more of their shoppers”.

The Just Love rebrand comes as major UK food and drink businesses support calls for changes to labelling and reporting around food allergens.