Bells of Lazonby launch new ‘disruptive’ vegan Bells & Whistles brand

Cumbrian bakers, Bells of Lazonby, has launched a new vegan range, Bells & Whistles.

The cake slices are available in three flavours – Berry & Cashew, Nut Truffle and Ginger & Apricot – and are gluten-, wheat- and milk-free.

The vegan slices comprise three layers – a baked base covered with ganache, which is topped with dark chocolate or white vegan chocolate that contains no milk and sprinkled with either berries, roasted hazelnuts or chopped pistachio.

Bells of Lazenby’s Josh Boydell-Smith commented: “We have launched Bells & Whistles to rewrite the rules in the sector, with branding, packaging and product that defy preconceptions of vegan food and stand out in the ever-growing vegan market.

“Our positioning is disruptive and relevant, taking inspiration from millennial fashion brands – and the focus is on celebrating quality ingredients and our passion for innovation.”

The new Bells & Whistles brand will hit the shelves in Sainsbury’s on June 9th.

Meanwhile, PR Hunter has been appointed to look after both the consumer and trade launch for the new product, with the PR running alongside a social media campaign from Social Chain.

“We’ve made a significant investment into the launch of this exciting new brand, which aims to rewrite the rules in the sector, with branding, packaging and product that defy preconceptions of vegan food,” said Josh Boydell-Smith , Bells & Whistles’ Head of Brand and Marketing.

“We therefore needed a PR we could trust to deliver the news of all this to consumer and trade, and Paula [Hunter] came highly recommended for her food and drink expertise.  It’s early days, but we’re already getting lots of interest in our new range prior to its official launch next month.”