delivering classic, much-loved flavours to the gluten-free category.
The new We Love Cake ‘Rooting For You: Carrot Cake Slices’ are gluten, wheat and milk free, featuring a softly spiced carrot sponge layered with a smooth dairy-free frosting.
Designed to deliver on taste and texture first, the launch reinforces the brand’s belief that free-from baking should be joy-full and uncompromising.
Landing exclusively in Sainsbury’s January 6th, the launch builds on We Love Cake’s strategy of celebrating traditional British cake favourites – with carrot cake remaining a recognisable classic.
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, combining heritage baking with specialist free-from expertise.
The launch comes at a time when the free-from bakery sector is outpacing the overall market, as more mainstream shoppers seek quality gluten-free alternatives rather than niche options.[i]
Carrot Cake Slices follow the success of We Love Cakes Cinnamon Swirl Slices which launched in Tesco in October 2025. A huge success helping the slice portfolio grow at +54% in volume within retail this year.
Bells of Lazonby is currently reporting projected growth of 15% year on year (25/26) across the We Love Cake brand, driven by refreshed branding, increased distribution and targeted NPD.
Josh Boydell-Smith, head of marketing at Bells of Lazonby, said: “At We Love Cake, we lead with flavour first. We’re constantly looking at the cakes people genuinely love and asking how we can bring those classics to free-from shoppers without losing what makes them special.
“Carrot cake is a clear favourite, and this launch is about backing that instinct with great baking – confident flavours, indulgent textures and real shelf appeal. It’s exactly how we drive successful innovation within We Love Cake, by staying true to the cakes people already enjoy, and making them accessible to everyone.”
All We Love Cake products are registered with Coeliac UK and declared suitable for those with coeliac disease. The Carrot Cake slices are packaged in twin-packs to maintain freshness.
We Love Cake Carrot Cake slices will be available in Sainsbury’s from January.
RRP: £2.45
