Bells of Lazonby redesigns We Love Cake brand

We Love Cake

Bells of Lazonby has redesigned its We Love Cake brand in order to strengthen its position in the foodservice market.

The range has undergone nine months of sugar-reduction reformulation to be first to market in achieving the Public Health England (PHE) 2020 sugar targets.

Sugar has been reduced by up to 38% compared to the existing recipes, with the new recipes benchmarked against existing products by a large group of free-from consumers.

Emily Sudell, marketing manager of We Love Cake, said: “In reducing sugar, we found that some of the lines scored higher in taste tests due to the reduction of sweetness, which had in the past hidden the natural flavour of the inclusions, such as nuts, fruits and seeds.”

Managing director Michael Bell, added: “With consumer insight and data analysis, we identified three big trends coming our way – primarily sugar reduction, as well as, continued growth of the ‘lifestyle free from consumer’ and increased on-the-go consumption.”

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Paul Hill is the Editor of Better Wholesaling. He can be found on Twitter at @BW_PaulHill, or contacted via and 07960935659.


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