Lazy Day reveals a transformational rebrand in a bid towards the goal of becoming the leading supplier in the free-from sweet treats sector. The rebrand will launch in June, alongside their new ‘Join in the Joy’ campaign, which centres around inclusivity and the delight of indulgent treats for all.

With growing success since the company was established in 2006, and with 25% growth in the last two years alone, this rebrand marks an exciting new phase for the well-established and innovative free-from bakery brand.

Lazy Day has pioneered the production of award-winning, high quality ‘free from’ and vegan treats. Hand baked in their dedicated gluten-free, milk-free and egg-free Scottish bakery, their branded and white label goods, featuring cakes, biscuits and traybakes, are stocked nationwide by major retailers.

The new branding was driven by in-depth research with consumers and evolving category trends. Bold, eye-catching colours, paired with a cheeky new logo, have been cleverly designed to have greater on-shelf stand-out, to appeal to a new broader group of consumers, while still appealing to the existing core free-from and vegan market, who love and trust the brand.

Founders, Dr Sally Beattie and Emer Bustard, are both food scientists who know first hand about the challenges of food allergies and intolerances; they also happen to love a really good slice of cake, and that’s how Lazy Day was born. In addition to the impressive packaging evolution, improvements have been made to the innovative recipes, ensuring the most indulgent taste yet for the premium free-from treats.

Shona Price, Head of Marketing at Lazy Day comments, ”Lazy Day has always had a single mission – to create delectable treats for everyone to enjoy, which is the essence of the ‘Join in the Joy’ campaign. For so long, people with allergies or restricted diets have felt alienated and left out of the fun. Our innovative product range has been designed to appeal to all and to bring joy to occasions of all shapes and sizes, whether that’s a birthday celebration, a family gathering or a moment of peaceful indulgence.”

Lazy Day Co-founder Dr Sally Beattie adds, “It is a really exciting time for us at Lazy Day. Since our launch in 2006, the company has gone from strength to strength and we want to continue to present our brand as a trusted and valued free-from and vegan confectionary brand and supplier. We are looking to penetrate more of the UK markets and we are also keen to explore export opportunities.”

Co-founder Emer Bustard continues, “We are so excited about the rebrand, which brings real warmth and personality to our products. We always want to brighten someone’s day, and hope that the new packaging will make people smile as much as the products inside the boxes do.”

“Innovation, taste and inclusion have always been at the heart of the brand. In 2020 we launched the first vegan and free-from celebration cake to the market, which surpassed all expectations. We have lots of fantastic new products in the pipeline that we can’t wait to share and are looking forward to the years ahead with excitement.”

The new look products will roll into retailers in June, starting with the popular range of traybake products, which will be available in Sainsburys, Morrisons and Waitrose.

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