News By Wire

Fastest growing ‘free-from’ sweet bakery brand ‘We Love Cake’ to launch a new range of puddings for Veganuary

Bells of Lazonby’s free-from arm ‘We Love Cake’ will launch three new puddings and desserts targeting the ‘Veganuary’ shopper trend this 2023.

The award-winning Cumbrian bakery will release a ‘Choc-a-lot’ pudding, ‘Caramelicious’ Salted caramel and chocolate tart and ‘When life gives you lemons’ lemon tart into Sainsburys stores nationwide from January. The two tarts are currently sold into the foodservice market via frozen wholesale.

The range is vegan, wheat, milk and gluten free and promises to satisfy the sweetest of sweet tooths.

The new line follows a successful 12 months for the brand, with We Love Cake being named the fastest growing free-from sweet bakery brand for two consecutive years – growing +232% in volume and +249% value year on year*.

Made on the edge of the Lake District by renowned family bakers since 1946; these delicious desserts are baked in small batches by skilled bakers and finished by hand. They promise to taste-match favourite household flavours and iconic desserts without compromising on vegan dietary needs.

Looking to secure a gap in the market for luxe, indulgent free-from desserts, as well as staying on top of flavour trends, head of marketing for Bells of Lazonby, Josh Boydell-Smith believes Veganuary is the perfect platform to launch the new lines.

He said: “We Love Cake pioneer creating vegan, gluten, wheat and milk free products taste as good as the conventional offering. Our bakers are always exploring trends and re-visiting recipes, to ensure our products taste as good, if not better, than the non-free from alternative.

“In the free-from space there is a real gap in the market for indulgent trends, the vegan lemon tart has all the zing of a classic Tarte Au Citron, something many wouldn’t expect from the free-from category. With Veganuary growing year on year, it is important to capture shoppers who will be looking to adapt their whole diet while still having treats.”

Available in packs of two, the ‘When life gives you lemons’ tarts were awarded BIA Baking Industry awards ‘New Product of the Year’ RRP £2.50. ‘Caramelicious tarts’ RRP £2.50.  Sold as a sharing tray, the Choc-a-lot pudding RRP £3.00.

The new We Love Cake tarts are currently available to UK frozen wholesale, sold individually wrapped, exclusively via Central Foods.

To maximise on-shelf impact We Love Cake will be running under an introductory offer in Sainsburys and supporting the product launch with social media marketing and PR.

The We Love Cake journey began in 2002 when second-generation family business owner, Michael Bell, tried to live as a coeliac for a week. Unsatisfied with anything he ate, not least the free from cakes he reluctantly attempted, by day two of the week-log trial he decided to build a dedicated Gluten, wheat, and milk free bakery.  After years of honing gluten free bakery, he introduced We Love Cake to the UK in 2012.

We Love Cake are registered with Coeliac UK and declared as suitable for those with coeliac disease.

We love Cake is sold across the UK in Major Retail, Cafés and restaurants and Australia. Constantly re-working and revisiting the recipes, in 2019 We Love Cake rebranded and reduced sugar content across its portfolio.

REF: *Nielsen data YOY Major mults unit / value w/e  05 Nov 2022


Press release information


Image File:

New pudding range from We Love Cake

Area / Region:

Topics / Tags:

Media contact

Media contact name:

Emma Holgate-Lowe

Media contact business / organisation:

The Lowedown

Media contact telephone:


Media contact email:

All done!
Thank you for subscribing.

Email Subscription