Fitbakes, the UK’s leading low sugar indulgent cake brand, is set to launch a new Birthday Cake flavour in October to celebrate securing seven new listings at four different retailers ahead of government HFSS regulations.
The brand, which was founded by nutritionist Ella Rauen-Prestes on her kitchen table in the Cotswolds in 2018, has three new listings in Waitrose, one new listing in Tesco, as well as listings in Co-op Midcounties, Holland & Barrett and Selfridges – despite being beset by huge supply chain issues and the war in Ukraine.
The new Birthday Cake flavour of cakes will be topped with a layer of low sugar raspberry jam, a layer of low sugar white chocolate and will be covered in sprinkles made of natural ingredients.
Restrictions on the placement of HFSS products – a key part of the government’s commitment to reduce obesity – come into force in October 2022. This will mean that products that are high in fat, sugar or salt, cannot be placed in key locations in-store, such as checkouts, store entrances and aisle ends, to try and reduce impulse buys of unhealthy products.
Ella Rauen-Prestes, commented: “Over the last few months, we found that several supermarkets were keen to list our products, recognising that Fitbakes ticks the box when it comes to providing indulgent healthier alternatives to consumers. Whilst many big brands perhaps aren’t ready for the new HFSS regulations, we’re proud that Fitbakes has filled the gap in the market for cakes and bars that are indulgent and delicious – but naturally low in sugar and high in protein.”
All of this success comes despite a rocky few months for the company which was beset by supplier issues and even feeling the impact of the war in Ukraine.
Ella explained: “We usually buy protein powder for our cakes from Europe but back in April the shipment was in Ukraine and was bombed in Mariupol. The company then couldn’t supply us with any more protein powder so we had to change the recipe last minute to use a different protein.
“We have also been hit by the price rises in raw materials such as wheat flour and sunflower oil, which then caused the cost of rapeseed oil, which we use, to increase. We’ve managed to rise above these challenges and are proud to have these seven new listings in top supermarkets, giving more consumers access to healthy cakes and bars on the go.”
Fitbakes cakes have 95% less sugar, 40% less calories and 200% more protein than leading cake brands, and have no artificial sweeteners, flavourings or colourings.
