“Cake is ingrained in our culture in the UK. In fact, cake is so important the government considers it to be a food, so cakes are VAT free.
"However, their are health issues concerning eating cake and I have set out to offer cake lovers a healthier choice.”
Ella launched Fitbakes from her own kitchen in her Cotswolds home.
She had seen a massive market gap for treats that, although indulgent, are higher in protein but don't contain any sugar.
In order to get things moving and to get these healthier treats out to foodies, Ella has recently launched a crowdfunding campaign with Seedrs. This is aimed at helping Fitbakes launch its next product which will be a first for the UK; a millionaire caramel cake.
Ella proudly proclaimed: “It’s our most indulgent and rich treat so far to date.
“We have worked hard to bring this about. It took a lot of time and effort because it was a real struggle to discover someone who could cook a sugar-free caramel that stood up to the job.
After a great deal of searching we eventually tracked down a traditional French-based caramel manufacturer in France who were able to develop and make a version of caramel that was entirely sugar free.
"Fortunately they were able create a caramel without sugar which is not only delicious delicious but has the correct texture. There's a plus point, although it is without sugar it contain nothing artificial. They are only natural sweeteners."
Later in the year the cakes will be included in the Tesco meal deal offers and will also be found in Co-Op stores and Selfridges.
Ella grew up in Brazil, so she was familiar with finding natural alternatives to sugar. In fact several decades ago her family was using Stevia as a natural sugar alternative, to sugar so sugar free baking is second nature to her.
To begin with. Ella started selling batches of cakes to friends and at the gym she attended, before she took the plunge and launched an online shop.
The Fitbakes website was officially launched in February 2017 and a year later she had to hand her resignation in so that she focus on Fitbakes.
Ella went on to say: “The UK has the world's largest baking goods market, valued at a staggering £8bn. Until Fitbakes launched, there wasn’t really a healthy alternative.
"In fact, we're the only indulgent cake company that is compliant to the new government HFSS policy, meaning that from April 2022, no other brand could advertise or promote in stores.
“Our cakes have 90% less sugar, 60% less calories and 200% more protein than leading cake brands, and have no artificial sweeteners, flavourings or colourings whatsoever.
“To be listed in major multiple retailers and to be a prominent alternative in the snack and meal deal aisle not only makes business sense but it’s going to be beneficial for people who are seeking out those healthier but tasty snack options.”
The crowdfunding campaign can be found at https://www.seedrs.com/fitbakes/coming-soon
You can visit the Fitbakes online cake emporium at https://www.fitbakes.co.uk/
(Editor: As someone who has Type 2 Diabetes I am always keen to learn of tasty products that I can eat without having to worry too much about my blood sugar levels.)
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