‘Flexitarian treats’ trend for Bells of Lazonby’s ‘We Love Cake’ range

Bells of Lazonby’s "We Love Cake" has landed listings 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 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 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.

“We Love Cake pioneer creating vegan, gluten, wheat and milk free products that taste as good as their conventional competitor," he said. "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 per cent in volume and +249 per cent value year on year*.

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.