‘We Love Cake’ launches puddings for Veganuary

Bells of Lazonby’s free-from arm, "We Love Cake", will launch three new puddings and desserts targeting the Veganuary shopper trend in 2023.

The award-winning Cumbrian bakery will release a "Choc-a-lot" pudding, "Caramelicious" Salted caramel and chocolate tart and "When life gives you lemons" lemon tart in January. The two tarts are currently sold into the foodservice market via frozen wholesale.

The range is vegan, wheat, milk and gluten free and promises to satisfy the sweetest of sweet tooths.

The new line 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*.

Made on the edge of the Lake District by renowned family bakers since 1946, Bell's delicious desserts are baked in small batches by skilled bakers and finished by hand. They promise to taste-match favourite household flavours and iconic desserts without compromising on vegan dietary needs.

Looking to secure a gap in the market for luxe, indulgent free-from desserts, as well as staying on top of flavour trends, head of marketing for Bells of Lazonby, Josh Boydell-Smith believes Veganuary is the perfect platform to launch the new lines.

“We Love Cake pioneer creating vegan, gluten, wheat and milk free products taste as good as the conventional offering," he said. "Our bakers are always exploring trends and re-visiting recipes, to ensure our products taste as good, if not better, than the non-free from alternative.

“In the free-from space there is a real gap in the market for indulgent trends, the vegan lemon tart has all the zing of a classic Tarte Au Citron, something many wouldn’t expect from the free-from category. With Veganuary growing year on year, it is important to capture shoppers who will be looking to adapt their whole diet while still having treats.”

Available in packs of two, the "When life gives you lemons" tarts were awarded BIA Baking Industry "New Product of the Year" prize: RRP £2.50. "Caramelicious tarts" RRP £2.50. Sold as a sharing tray, the Choc-a-lot pudding RRP £3.00.

The new We Love Cake tarts are currently available to UK frozen wholesale, sold individually wrapped, exclusively via Central Foods.