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‘Flexitarian Treats’ trend drives two new retailer listings for Bells of Lazonby’s We Love Cake

Bells of Lazonby’s ‘We Love Cake’ has landed listings in both Morrison’s and Waitrose stores nationwide this Spring for its free-from puddings and desserts range – including a brand new ‘Super Sticky Toffee Pudding’.

Cumbrian bakery’s ‘Choc-a-lot’ Chocolate Pudding, ‘Super Sticky’ Toffee Pudding, and award-winning ‘Caramelicious’ Salted Caramel and Chocolate tarts will hit Morrison’s stores in April and ‘When life gives you lemons’ and the ‘Caramelicious’ Tarts will be listed in Waitrose in May.

Launched initially into Sainsburys in January – with major distribution increases due –the new range was crafted to target the growing trend in ‘flexi treats’ shoppers – with consumers increasingly flexing to ‘veganism’ across all aspects of their diet including dessert, bakery, and confectionary.


Head of Marketing for Bells of Lazonby, Josh Boydell-Smith, believes with most British household’s regularly flexing their diet preferences, it’s time to target all consumers with free-from goods and break down supermarket aisle boundaries.


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


“With many shoppers wanting to flex their diets on a regular basis, dessert should be a simple place to start. As consumers move away from seeing flexi-treats as ‘other’ to viewing it more as a conventional buy, we gain listings and see growth in our sales.”


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. They promise to taste-match favourite household flavours and iconic desserts without compromising on vegan dietary needs.


The dessert range 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*.


Since its launch in January, the desserts range has been a huge success in Sainsburys.

Josh Boydell-Smith, added: “Securing Morrisons and Waitrose for We Love Cake’s desserts and puddings range is a great milestone for Bells of Lazonby, as the brand continues to expand and target new shoppers.”

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 and ‘Super Sticky’ Sticky Toffee Pudding RRP £3.00.

As well as being vegan, the range is wheat, milk and gluten free and promises to satisfy the sweetest of sweet tooths. The new We Love Cake tarts are currently available to UK frozen wholesale, sold individually wrapped, exclusively via Central Foods.

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.

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We Love Cake. Flexi-treat the rising trend in bakery and desserts

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For more information contact Emma Holgate-Lowe at [email protected] / 07909776617 We Love Cake head to the website:

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