Lazy Day reveals the second phase of a transformational rebrand in a bid towards the goal of becoming the leading supplier in the free-from sweet treats sector. The new look celebration cake collection will launch in August with the Chocolate Celebration Cake (RRP £6.60) and the Vanilla Cake (RRP £4.10), both hand-baked in their dedicated gluten-free, nut-free, milk-free and egg-free Scottish bakery, making them suitable for vegans, coeliacs, vegans, people with lactose intolerance, dairy allergies and many other conditions at once.

Lazy Day has pioneered the production of award-winning, high quality ‘free from’ and vegan treats. The delicious cakes, biscuits and traybakes are stocked nationwide by major retailers. With growing success since the company was established in 2006, and with 25% growth in the last two years alone, the rebrand marks an exciting new phase for the well-established and innovative free-from bakery brand.

Investment in brand and marketing has doubled over the past year, in a bid to strengthen brand position even further.  Phase 1 of the rebrand was unveiled in June with the ‘Join in the Joy’ campaign, centred around inclusivity and the delight of indulgent treats for all. The popular range of traybake products including Lazy Day Rocky Road, Millionaire’s shortbread and Chocolate Tiffin,  launched into Sainsburys, Morrisons and Waitrose.

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.

Early signs are positive and during the 4 weeks following phase 1 of the relaunch, they are already seeing positive results. The rates of sale of the popular Millionaire’s Shortbread in Morrisons have been more than double, compared to the average rate over the previous six months.

Lorna Love, Director of Sales and Marketing 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. ”

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.

Co-founder Emer Bustard continues, ““We are so excited about the rebrand, which brings real warmth and personality to our delicious celebration cakes and treats.  Innovation, taste and inclusion have always been at the heart of the brand. In 2020 we launched our Chocolate Celebration Cake, which was the first vegan and free-from celebration cake to the UK market, which surpassed all expectations. We are looking forward to our next phase and hope that the bright new packaging will make people smile as much as the cakes inside the boxes do.”

Lazy Day co-founder Dr Sally Beattie comments: “Since our launch in 2006, the company has gone from strength to strength. It is a really exciting time for us at Lazy Day.  It is the first time we have significantly invested in marketing at this level and the rebrand only serves to strengthen our brand position.  We want to continue to present our brand as a trusted and valued free-from and vegan brand and supplier. Recent sales figures demonstrate the importance branding makes in terms of increased visibility for both existing and previous customers and also potential new customers.”

The new look Lazy Day Celebration cakes will be available in Sainsbury’s, Booths (Chocolate Celebration Cake) and from the Lazy day website from August 2022.

  • Chocolate Celebration Cake (RRP £6.60)
  • Vanilla Cake (RRP £4.10)

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