Plant-based bakery brand OGGS is hoping to shake up the supermarket loaf cake category with the launch of its new Cruelty Free Lemon Loaf Cake.
In an in-store survey conducted between April and June, OGGS found that younger shoppers see the loaf cake category as outdated, with no ethical or sustainable choices. However, the brand noted that iced loaf cakes have considerable appeal at independent bakeries, artisan cafes, and on social media.
As a result, OGGS decided to bring some innovation to the category by developing the new Lemon Loaf Cake, consisting of an iced lemon-flavoured sponge topped with lemon drizzle and crunchy lemon pieces. According to the brand, it is the first full-sized iced loaf cake available in UK supermarkets.
OGGS hopes that the lemon cake will provide an ethical option for existing loaf cake fans, while also bringing cupcake lovers into the category. For increased sustainability, the product is packaged in 100% recycled plastic.
“Delicious, ethical treats”
The launch comes after OGGS introduced its new Cruelty Free Cakes messaging earlier this year. Research conducted by the company in 2023 found that most major bakery brands use eggs from non-free-range chickens; 67% of consumers surveyed said they were not aware of this, and 89% said the knowledge had made them more likely to choose different bakery products in future.
OGGS claims to have already rejuvenated the supermarket cupcake category, with figures indicating that its Mini Vanilla Cupcakes are the UK’s best-selling branded cupcake1.
“We know cake shoppers are looking for delicious, ethical treats – which is why we’re so excited by the launch of our new Lemon Loaf Cake,” said Hannah Carter, founder and CEO at OGGS. “We’ve taken the best parts of a cupcake and a loaf cake and smashed them together for a treat that’s better for chickens, better for the planet, and better for your tastebuds! The new launch into Tesco proves that there’s an appetite for ethical cake, and we can’t wait to hear what our fans think!”
The loaf cake launches today at Ocado and 444 Tesco stores.
1. NIELSEN – SALES VALUE ALL CUPCAKES (EXCL PRIVATE LABEL), 52W W/E 10/08/2024
