Bells of Lazonby is expanding its We Love Cake range into the breakfast occasion with a new free-from muffin – launching exclusively into Tesco.
The new Rise & Shine Breakfast Muffins will be available in a 2-pack format and are gluten, wheat and milk free, produced at the company’s dedicated allergen-free bakery in Cumbria.
Positioned for the breakfast mission, the muffins are the first in the brand’s range to have a source of fibre claim on-pack, tapping into growing demand for convenient, permissible bakery options that deliver on both nutrition and taste.
The Tesco exclusive marks We Love Cake’s first move into a dedicated breakfast grocery product, as the brand looks to extend beyond traditional cake occasions and drive incremental growth through higher-frequency consumption.
The launch also taps into a growing focus on fibre. With UK adults consuming just 16–20g per day on average versus the recommended 30g; the majority of shoppers are believed to be falling short of daily intake targets.
As a result, fibre is increasingly being positioned as a key driver of gut health and overall wellbeing in the breakfast category, creating a clear opportunity for retailers to introduce more accessible, everyday formats that help close this gap.
We Love Cake is tapping into a particular opportunity within free-from, where products have historically under-indexed on fibre due to formulation challenges. By incorporating fibre into a convenient breakfast format, We Love Cake is aiming to bring added functionality into the category, helping free-from compete more directly with mainstream bakery while also broadening its appeal beyond core dietary needs.
Josh Boydell-Smith, head of marketing for Bells of Lazonby, said: “Fibre is becoming an increasingly important focus for shoppers, but it’s also an area where free-from products haven’t always delivered. With Rise & Shine, we saw an opportunity to address that, creating a product that not only meets allergen-free requirements but also brings added nutritional value into the category.
“This is an important moment for We Love Cake as we continue to evolve the range beyond traditional treats and into more everyday occasions. Breakfast is a natural next step for us. We have aspirations to be a multi-category lifestyle brand, and this is our first step.”
The muffins feature gluten free oats, pumpkin seeds and dried fruit.
The Rise & Shine Breakfast Muffins (2-pack) are rolling out exclusively in Tesco stores nationwide from 28/04/2026, with an RRP of £2.75.
We Love Cake has built a strong presence across retail and foodservice, and the brand is now focusing on unlocking new dayparts as part of its growth strategy.
Bells of Lazonby has recently been recognised among The Grocer’s fastest-growing grocery brands, reflecting its continued growth across retail and in the bakery category.
This year the family business celebrates its 80th anniversary.
