Bells of Lazonby has signed an order with Mr Kipling to produce a range of gluten-free cakes, in a deal expected to be worth in excess of £1 million a year. This will see the Cumbrian company bake miniature cherry Bakewells as well as a range of loaf cakes, which will come in three flavours, apple crumble, lemon and ginger and cherry bakewell.
These cakes – which will be sold under the Mr Kipling brand, owned by Hertforshire-based conglomerate Premier Foods – will be sold nationally in branches of Tesco. This deal comes as Bells of Lazonby enters its 15th year of producing gluten- and wheat-free products in its specialist bakery, which opened in 2002 and was the first of its kind in the UK.
Managing director Michael Bell said:
“We are absolutely delighted to be part of this venture and feel honoured that Mr Kipling has chosen our bakery, in the heart of Cumbria, to launch their free-from range. This will help to put Cumbria on the map as being open for business and recognised as a hub for innovation, providing a fantastic opportunity for more jobs to be created in the local area.”
As a result of this project the firm has made “significant” investment in new machinery and it has plans to extend its gluten-free bakery even further.
Jo Agnew, brand director at Premier Foods, said: “The ‘free-from’ market shows no sign of slowing down and this is being driven not only by the five per cent of UK adults who have a sensitivity to gluten, but also those who are cutting down as part of a lifestyle choice.
“The new range takes Mr Kipling into the ‘free-from’ aisle for the first time and we look forward to seeing the response from shoppers, following demand for a solution from a highly recognisable, well-loved and trusted UK brand.”
Source: News & Star
