Bells of Lazonby launch free-from ‘We Love Cake’ chocolate orange slices

Cumbrian bakery Bells of Lazonby is adding a chocolate orange variant to its free-from “We Love Cake” range.

We Love Cake’s “Squeeze the Day” Chocolate Orange Cake slices are gluten, wheat and milk free, packed with a zesty orange flavoured jam and topped with a decadent layer of dark chocolate.

We Love Cake’s latest instalment continues to celebrate traditional and classic British flavours, with this newest edition to the family being inspired by Jaffa Cakes.

Made on the edge of the Lake District by renowned family bakers since 1946; the We Love Cake range is baked in small batches by skilled bakers and finished by hand.

With chocolate orange dominating the food aisles for the last for the last couple of years, it is set to be the next trend to enter the gluten-free space.

Since the rebrand in 2024, the bakery now sells on average one pack of We Love Cake Raspberry Ripple cake slices every minute in the UK, highlighting the increased demand for classic flavours in the Gluten free space.

We Love Cake’s retail value sales grew by +10 per cent in 2024 following the brands re-fresh and new brand partnership with Becky Excell.

“Our focus for the last 12 months has been to amplify the rebrand across social and in store,” said Head of marketing for Bells of Lazonby, Josh Boydell-Smith. “The refreshed look has widened our appeal to younger consumers, and we see continued growth across our cake slices in retail, as well as in food service. 2025 we turn our focus to new product development, and the opportunity to take We Love Cake to the next level. We are so excited to launch the new chocolate orange slices as they are simply delicious. Tapping into the nostalgia of a Jaffa Cake, the new product is a reminder that free-from should never compromise on taste or flavour.”

The gluten-free cakes are registered with Coeliac UK and declared as suitable for those with coeliac disease. The four slices are packaged in twin-packs to maintain freshness.

Available in wholesale to independents from February. RRP: £2.30