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 (such as my wife) or a newfound lifestyle choice, and it'll be deployed through digital channels.
The new-look packs are to be on shelf in supermarkets from later this month and in-foodservice during this year.
To date the free-from bakery, based in Lazonby Cumbria, has been noted for its disruptive and innovative take on the category, recreating iconic, household favourites in vegan, dairy-free and gluten-free varieties.
We Love Cake has seen rapid growth in recent years showing a staggering growth of in excess of 370% since 2020 in value and volume.
Operating in UK Frozen Foodservice, Australian and UK retail, it's 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 Australian Dollars in Australia and over £7M in the UK.
Head of Brand and Marketing, Josh Boydell-Smith, said: “The rebrand and marketing campaign 'Baked in Joy' is the absolutely 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 our story and open ourselves up to younger shoppers. Five years ago we looked bold and new on shelf, since others have followed, we realised that 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's punching well above our weight. To date our success has been driven by innovation and strong distribution, we now have 33 lines in our portfolio across the UK and Australia spanning frozen, ambient and chilled foods."
Josh went on to say: “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 do 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.
FACTFILE: Back in 202 The We Love Cake journey began when second-generation family business owner, Michael Bell, took the decision to try to live as a coeliac for a week.
Michael was totally dissatisfied with anything he ate, not least the free from cakes he reluctantly attempted.
By only 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.
We love Cake is sold across the UK in Major Retail, Cafés and restaurants and Australia. Constantly re-working and revisiting the recipes, in 2019 We Love Cake rebranded and reduced sugar content across its portfolio.
For more information: https://we-love-cake.co.uk/delicious-gluten-free-cakes/ or follow on Instagram @welovecakeuk.
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