Bells of Lazonby’s ‘We Love Cake’ has landed listings in both Morrisons and Waitrose stores nationwide this Spring for its free-from puddings and desserts range.
The Cumbrian bakery’s ‘Choc-a-lot’ Chocolate Pudding, ‘Super Sticky’ Toffee Pudding, and ‘Caramelicious’ Salted Caramel and Chocolate tarts are rolling out in Morrisons this month and ‘When life gives you lemons’ and the ‘Caramelicious’ Tarts will be listed in Waitrose in May.
Launched initially in Sainsbury’s in January, 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 confectionery.
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.”
