/Catalogue/Catalogue-Sial-Paris-2016/2016-Exhibitors 46518 137489 2186486



Activity domain

Customer target

  • Retail/Commerce
  • Snacking / Food Service
  • Snacking / Restauration

1 Product


Present on the stand : FOOD AND DRINKS WALES

Press release

  • Gluten free Lovemore appears on Morrisons' national TV campaign

    01 July 2016

    A cake from UK-based Lovemore Free From Foods has featured in a new Morrisons national television advert.
    Lovemore's Decorate Your Own Celebration Cake is produced by leading dedicated gluten free manufacturer, Welsh Hills Bakery, and is stocked Morrisons as well as
    Robin Biesok, in charge of new product development for Lovemore, said: "The final product is a delicious moist chocolate cake with a layer of chocolate cream covered in chocolate fudge icing and it contains less than 20 parts per million of Total Gluten content. It really is quite unique and, to our knowledge, there doesn't appear to be another cake like it in the gluten free market."
    Lovemore was approached by Morrisons - the fourth largest supermarket chain in the UK - in February this year with the opportunity to create a product to support the opening of a new Morrisons store in London, which opened in March.
    Robin said: "The London store has a large Free From area as well as a dedicated expert on hand to help with customers' queries about allergies. The store fits with Lovemore's ethos of ensuring those with food intolerances and specific dietary requirements have easy access to suitable food without having to compromise on taste or choice. It was a very exciting proposition, and although a tight turnaround was required, we were delighted that Morrisons approached us."
    Initially the celebration cake was to be available in the single store, which was expanded to 63 stores a fortnight later. The cake is now available in 263 Morrisons stores nationwide.
    Stefanie Downey, Morrisons Free From Buyer: "We've listened hard to our customers who told us they wanted us to improve our Free From range. As a result we've increased it to include more core staples and on-the-go snacks. Customers now have a greater choice of gluten-free products in their local store than ever before including the Lovemore Decorate Your Own Celebration Cake."
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