Bells of Lazonby have redesigned their flagship brand ‘We Love Cake’, to further strengthen their position as one of the market leaders within Free From Cake in the UK Food Service market.

The We Love Cake range has undergone nine months of sugar-reduction reformulation to be first to market in achieving the Public Health England (PHE) 2020 Sugar targets, whilst maintaining the same great taste.

Sugar has been reduced by up to 38% compared to the existing recipes which will remove five tonnes of sugar over the space of a year.

The new recipe cakes were successfully benchmarked against existing products by a large group of free from consumers to ensure there was no compromise on quality and taste.

Emily Sudell, Marketing Manager of We Love Cake said: “In reducing sugar, we found that some of the lines scored higher in taste tests due to the reduction of sweetness, which had in the past hidden the natural flavour of the inclusions, such as nuts, fruits and seeds.”

Early in 2018, the We Love Cake team began the “4S Project” on a mission to not only refresh the Sugar content in recipes, but also the Style, Shape and SRP (Shelf Ready Packaging) of the existing range.

Michael Bell, MD at Bells of Lazonby commented; “We always look ahead of the curve and fix the roof whilst the sun is shining

“With consumer insight and data analysis, we identified three big trends coming our way – primarily sugar reduction, as well as, continued growth of the ‘lifestyle free from consumer’ and increased on-the-go consumption.

“This insight has driven the project forward to future proof our brand for the next five years”

Partnering with a small Cheshire based design agency, We Love Cake recrafted their logo to recognise their baking heritage and expertise with “Baking since 1946” incorporated into the roundel.

They also added the three pillars of the brand which apply to all products across the range – gluten, wheat and milk free – further simplifying the purchasing choice for those with allergens or consumers buying into free from as a lifestyle choice.

The brand refresh is set to appeal more to lifestyle customers which make up around 70% of the total free from market.

To make the range more suitable for the on-the-go occasion, all the cake slices have also changed shape into a longer bar, and are now served in SRPs, for customers to grab and go at their convenience.

Hybrid bakery products are set to be popular this year, particularly across millennials who enjoy experimenting with new products. We Love Cake have created the Brookie – a twist on two mainstream classics (a brownie and a cookie), this product is guaranteed to provide an exciting addition to the range and offer that indulgent pick me up to those who need it. In line with existing brand standards the Brookie is gluten, wheat and milk free which means that even those following a free from lifestyle can still enjoy this indulgent, on-trend product.

In 2012, the We Love Cake brand was launched, with instant success across the largest UK wholesalers including Bidfood & Brakes. With the growth of the free from market over the past 10 years and the strong quality of the We Love Cake range, the brand hopes to continue its double-digit growth for the next five years with the market leading sugar reduction and brand refresh.

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