Member Article

Cumbrian Free-From and Vegan disrupter 'We Love Cake' rebrands for 2024 to attract younger shoppers

Bells of Lazonby’s We Love Cake has undergone a branding and packaging overhaul in a bid to excite loyal shoppers and attract a younger demographic in 2024.

The rebrand is backed by a new campaign ‘Baked in Joy’ that will celebrate those who have found We Love Cake after diagnosis of Coeliac disease or a newfound lifestyle choice – and it will be deployed through digital channels.

The new-look packs are to be on shelf in supermarkets from late February and in-foodservice this year. 

To date the free-from bakery – based in Lazonby Cumbria – has been noted for its disruptive take on the category, recreating iconic, household favourites in vegan, dairy-free and gluten-free variants. 

We Love Cake has seen rapid growth in recent years growing over 370% since 2020 in value and volume.* Operating in UK Frozen Foodservice, Australian and UK retail, it is on track with its mission to become the biggest brand in value sales in Free From Sweet Bakery in the UK having achieved this already in Australia.  

Initially launched in 2012 in UK foodservice, the brand became a success due to its quality, taste credentials and allergen integrity. 

Having been a disruptor to UK retail in 2019, We Love Cake was selling under 1,000 packs per week, by the end of 2023 it sold over 25,000 packs in UK retail in one week.** 

The rebrand aims to be a step change for We Love Cake. In-market sales estimated for 2024 are believed to be worth over 4M AUD in Australia over £7M in the UK. 

Head of Brand and Marketing, Josh Boydell-Smith, said: “The rebrand and marketing campaign ‘Baked in Joy’ is the perfect opportunity to celebrate those who have found the brand through Coeliac disease or lifestyle choice – it aims to normalise free-from sweet bakery and remind people how good it can taste.

“We are rebranding to drive growth and gain further distribution, but mainly to better tell our ourstory and open ourselves up to younger shoppers. 5 years ago we looked bold and new on shelf, since others have followed, it was time for a refresh and to stand out once again.”

Speaking on the brands rapid growth, Josh added: “Based out of Lazonby in Cumbria, we pride ourselves on being a brand that is punching well above its weight. To date our success has been driven by innovation and strong distribution, we now have 33 lines now in the portfolio across the UK and Australia spanning frozen, ambient and chilled.  

“Our branding needed to support our presence in the free-from category, it was time for us to shake things up, and remind our shoppers why they really love cake.”

Bells of Lazonby will be investing in digital markerting that will reach over five million consumers with the new ‘Baked in Joy’ campaign. The product rebrand is going to be heaviily supported by PR and social media outreach though all operating channels. 

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 foodservice in 2012. 

We Love Cake are registered with Coeliac UK and declared as suitable for those with coeliac disease. The brand is sold across the UK in Major Retail, Cafés and restaurants and Australia.

References:

*Bell of Lazonby Sales data w/e 02/12/23

** w/e 23rd December Nielsen ’24.  

This was posted in Bdaily's Members' News section by Emma Elizabeth Lowe .