Free-from We Love Cake launches new nostalgia range

Family bakers Bells of Lazonby has announced the launch of its new nostalgia-inspired bakes.

The range will include ‘Rip-Roaring’ raspberry ripple slices and a ‘Totally Toffee’ Sticky Toffee slices that nods to household favourite, sticky toffee pudding. The multi-packs consist of four cake slices.

The Cumbria-based bakery aims to tap into one of this year’s biggest food trends, delivering nostalgia to shoppers in a re-imagined way and targets both older and younger consumers.

“Nostalgia is one of this year’s biggest food trends across multiple markets. Interestingly, in the UK we see craving for these comforting flavours and products amplified by times of uncertainty,” commented Josh Boydell-Smith, head of brand and marketing for We Love Cake.

“As the UK faces into local lockdowns and further unknown, families are looking for a lift from their shopping basket – classic treats, tastes of familiarity and fond memories to give shoppers a boost.”

Made in the We Love Cake bakery in Lazonby on the edge of the Lake District, Cumbria, these gluten, wheat and milk free cakes are baked in small batches by skilled bakers and hand finished. The slices are packaged in twin-packs to maintain freshness without losing its small batch quality.

“With 97 per cent of households now regularly buy food or drink marketed as being free-from, these lines will hit a sweet spot. We plan to disrupt the sector and become a key brand for shoppers – focusing on bold flavour innovation, quality and value,” Boydell-Smith added.

The gluten free cakes are registered with Coeliac UK and declared as suitable for those with coeliac disease.

We Love Cake will be launched in select Morrison’s stores from 9 November and will be available across convenience and food service channels.