Home Food & Drink A slice down memory lane… Cumbria’s nostalgic ‘We Love Cake’ range launches...

A slice down memory lane… Cumbria’s nostalgic ‘We Love Cake’ range launches in major supermarket

New free-from nostalgic cake range from Cumbria

Bells of Lazonby, renowned family bakers since 1946, is debuting We Love Cake’s nostalgia-inspired bakes with Morrison’s.

Following success and brand growth in Australia, the Cumbria-based bakery is now moving its focus to the UK supermarkets launching two new cakes across select Morrison’s stores.

The brand-new range will include: ‘Rip-Roaring’ raspberry ripple slices and a ‘Totally Toffee’ Sticky Toffee slices that nods to household favourite, sticky toffee pudding.

Tapping into one of this year’s biggest food trends*, We Love Cake hope these two flavours will deliver nostalgia to shoppers in a reimagined way – with the products appealing to both older and younger consumers, there’s something for the whole family.

The multi-packs consist of four delicious cake slices, each bite aimed at taking consumers back to their favourite winter puddings and childhood flavours.

Head of brand and marketing, Josh Boydell-Smith, from We Love Cake said: “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.

“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.”

In 2018 the Cumbrian bakery launched We Love Cake down under in Australia, where it has continued to grow. In the last 52 weeks it is estimated to be worth around $1.4M AUD in market with retailer Coles.

Since We Love Cake started in the foodservice channel – the brand has always had great feedback from consumers.

“To this day still receive hundreds of letters asking where they can buy the cakes in the supermarket and are now delighted to point them towards Morrison’s,” said marketing manager Emily Sudell.

Josh Boydell-Smith added: “This winter our focus is on taking the joy and brand loyalty we have created in foodservice and applying it to major multiple retail with Morrison’s. Totally Toffee and Rip-Roaring Raspberry tap into shoppers seeking hyper-indulgence and great taste in the gluten-free space.

With “Ninety-seven 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.”

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.

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

We Love Cake is currently available in select Morrison’s stores on an introductory deal of £1.50 (RRP: £1.80). For more information about your closest available stockist head to the We Love Cake Website. The brand also has a range of vegan and gluten free Mince Pies available in Booths and Iceland stores.

The We Love Cake journey began in 2002 when second-generation family business owner, Michael Bell, tried to live as a coeliac for a week. Unsatisfied with anything he ate, not least the free from cakes he reluctantly attempted, by day two of the week-log trial he decided to build a dedicated Gluten, Wheat and Milk Free bakery. After years of honing gluten free bakery he introduced We Love Cake to the UK in 2012.

*Ref: Nostalgic Foods Trend in 2020 – Food Institute Focus
**Full of, not free from. Grocer report 2019