Innovation from Bells of Lazonby is set to spice up the free-from aisle this month, as the Cumbrian bakers add Cinnamon Swirl Cake Slices to it’s We Love Cake range.
The new We Love Cake offering takes inspiration from this year’s cinnamon roll trend that continues to capture bakery counters across the UK – and for the first time will bring the cinnamon moment into free-from sweet bakery category.
We Love Cake ‘Spice Me Up’ Cinnamon Swirl Cake Slices are gluten, wheat and milk free.
This latest addition aims to target younger shoppers and will be available exclusively to Tesco from October 13th.
Rich with autumnal cinnamon spice, featuring a beautifully swirled sponge and finished with a light, smooth cinnamon frosting. The cakes feature as a year-round addition to the We Love Cake range and will be available in packs of four, RRP £2.45.
A significant launch for the brand, Bells of Lazonby will be supporting the activation with mass sampling, a digital campaign and PR.
Made on the edge of the Lake District by renowned family bakers since 1946; the We Love Cake range is baked in small batches by skilled bakers and finished by hand.
The bakery sells on average one pack of We Love Cake Raspberry Ripple cake slices every minute in the UK, and extended distribution this Summer in Tesco Express stores.
Bells of Lazonby is currently reporting growth of 23% volume and 22% in value in UK retail across the whole We Love Cake brand year on year. In Tesco, the brand is growing at over 100% in volume and value.
Head of marketing for Bells of Lazonby, Josh Boydell-Smith, said: “For We Love Cake, 2025 has been a year of innovation turning our focus to new product development, tackling trends and bringing them to the free-from category. Cinnamon isn’t just a classic flavour anymore – in the UK it’s booming.
“Consumption of cinnamon products has risen by nearly 60% since 2016*, driven in part by the popularity of bakeries specialising in cinnamon buns. Our new spiced cinnamon cakes are indulgent, comforting and exactly what consumers are craving from free-from sweet bakery this autumn.”
The gluten free cakes are registered with Coeliac UK and declared as suitable for those with coeliac disease. The slices are packaged in twin-packs to maintain freshness.
Earlier this year Bells launched We Love Cake ‘Squeeze the day,’ which is also available in Tesco, Sainsburys, Morrisons and ASDA.
