‘Disrupt with value’: How one challenger brand hopes to reach number two in the free-from category
With an over 600% increase in marketing spend over the last seven years, free-from bakery brand We Love Cake’s head of marketing discusses the role of influencers in growing the brand’s reputation.
Free-from bakery brand We Love Cake is on a mission to claim the number two spot in a rapidly expanding category while diversifying itself into a mainstream bakery brand.
We Love Cake is the gluten, wheat and milk free-from arm of Cumbrian bakery, Bells of Lazonby. The brand sells a range of sweets, from chocolate and salted caramel tarts to apple crumble slices.
Located on the edge of the Lake District, Bells of Lazonby has been baking for over 75 years. Having that foundation means We Love Cake can compete on taste against conventional bakeries, according to We Love Cake’s head of marketing, Joshua Boydell-Smith.
