May 24th, 2017
4 mins

Bells of Lazonby takes a slice of growing loaf cake market

Family bakers Bells of Lazonby has launched four new loaf cakes to help caterers take advantage of growing trends.

The Banana, Lemon & Blueberry, Chocolate & Salted Caramel and S’Mores Loaf Cakes have been developed by Bells in response to consumer demand.

Emily Sudell, Bells of Lazonby marketing executive, said: “Sales of sliced loaf cakes are becoming increasingly popular as consumers look to purchase sweet treats with healthier portion sizes1.

“Each slice of our loaf cake is around 100g and therefore a little smaller than traditional round cake slices, ensuring customers can enjoy an indulgent treat with a few less calories.

“We’ve worked hard to develop four on-trend flavours which are as eye-catching as they are tasty and we’re confident the new range will be a stunning addition to any cake cabinet.”

Every cake is hand-finished by Bells of Lazonby’s skilled bakers before being cut into 10 slices and frozen – boosting convenience and minimising waste. Each loaf has five days shelf life from defrost.

They are available now from many wholesalers including Hopwells, whose commercial director Andy Breffit, said: “The new loaf cakes from Bells of Lazonby are really on-trend and just what our catering customers are looking for to make their dessert menus current and relevant.

“Not only do they taste great, but they also look great, with their home-made finish adding superb visual appeal to displays and cake cabinets.”

The Lemon & Blueberry Loaf Cake features a blueberry flavoured sponge with whole blueberries, a tangy Sicilian lemon frosting, finished with candied lemon zest. The S’Mores Loaf Cake is a twist on the American campfire treat with vanilla and chocolate sponges marbled together, a creamy marshmallow frosting, crunchy pretzel pieces and drizzled with Belgian dark chocolate.

The Banana Loaf Cake is a moist banana sponge infused with banana puree, cream cheese frosting and finished with crunchy dried banana chips. The Chocolate & Salted Caramel Loaf Cake boasts a Belgian chocolate sponge, topped with a creamy caramel frosting. Scattered with fudge pieces and dark chocolate curls, it is finished with a generous drizzling of caramel.

Emily added: “With more than 70 years’ experience Bells is proud to still be making high quality products that showcase our provenance, expertise and innovation.”

Available from frozen food wholesalers nationwide.

For more information visit


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