OGGS Launches the “First” Full-Sized Iced Loaf Cake Available in UK Supermarkets

OGGS has launched a new Cruelty Free Lemon Loaf Cake in an effort to bring innovation to the supermarket loaf cake category. The plant-based bakery brand aims to provide an ethical and sustainable choice for consumers, particularly targeting younger shoppers who view the current options as outdated. The Lemon Loaf Cake, which is the first full-sized iced loaf cake available in UK supermarkets, features a lemon-flavored sponge topped with lemon drizzle and crunchy lemon pieces.

Through its new Cruelty Free Cakes messaging, OGGS is addressing consumer concerns about non-free-range eggs used in bakery products. The company's research revealed that a majority of consumers were unaware of this practice, prompting OGGS to offer more ethical options in the market. The brand's goal is to attract both existing loaf cake fans and cupcake lovers with their new Lemon Loaf Cake, which is packaged in 100% recycled plastic and is now available at Ocado and select Tesco stores.