Baked goods manufacturer Bells of Lazonby has expanded its We Love Cake range with new free-from muffins which are launching exclusively at Tesco.

The new Rise & Shine breakfast muffins will be available in a 2-pack format for £2.75 and do not contain any gluten, wheat or milk.

This marks the brand’s first range to have a source of fibre claim on pack, which aims to tap into the increasing demand for convenient bakery options with nutritional benefits.

This is We Love Cake’s first move into the dedicated breakfast grocery product category, as the brand aims to expand beyond traditional cake occasions and drive growth through higher-frequency consumption.

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The move into breakfast aims to compete with the mainstream bakery industry while expanding its appeal beyond core dietary needs.

Head of marketing for Bells of Lazonby, Josh Boydell-Smith, said: “Fibre is becoming an increasingly important focus for shoppers, but it’s also an area where free-from products haven’t always delivered.

“This is an important moment for We Love Cake as we continue to evolve the range beyond traditional treats and into more everyday occasions. Breakfast is a natural next step for us. We have aspirations to be a multi-category lifestyle brand, and this is our first step.”

Additionally, product launch was designed to meet the demand for retailers looking for products which promote gut health and wellbeing within the breakfast category.