UK plant-based bakery brand Oggs has launched a new lemon loaf cake into Tesco and Ocado, aiming to ‘revive’ the loaf cake category.

In a statement announcing the NPD launch, Oggs said that despite ‘huge’ social media appeal for luxurious iced loaf cakes in independent bakeries and artisan cafés, loaf cakes in supermarkets have seen little innovation over the years.

The category in retail has been dominated by the same brands and own-label products, Oggs added – research from the brand also found that younger consumers see the category as ‘aged and outdated,’ while lacking in ethical and sustainable options.

Oggs Lemon Loaf is the brand’s first full-sized iced loaf cake to debut in UK supermarkets, rolling out in Tesco from 2 September 2024. The product is launching at an RRP of £3.95 in 444 stores, as well as being available through Ocado.

The vegan loaf cake features a soft lemon-flavoured sponge, iced like a cupcake and topped with lemon drizzle and crunchy lemon pieces.

Hannah Carter, founder and CEO at Oggs, said: “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”.

She added: “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".

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