The brand, which was founded by nutritionist Ella Rauen-Prestes on her own kitchen table in the Cotswolds back in 2018, has three new listings in Waitrose, one new listing in Tesco, as well as listings in Co-op Midcounties, Holland & Barrett and Selfridges - despite being beset by huge supply chain issues and the continuing war in Ukraine.
The new Birthday Cake flavour of cakes will be topped with a layer of low sugar raspberry jam, a layer of low sugar white chocolate and will be covered in sprinkles made of natural ingredients.
Restrictions on the placement of HFSS products, a key part of the government’s commitment to reduce obesity, come into force in October 2022. This will mean products that are high in fat, sugar or salt, can't be placed in key locations in-store, such as at checkouts, store entrances and aisle ends, to try and reduce impulse buys of 'unhealthy' products.
Ella Rauen-Prestes, said: “Over the last several months, we found several supermarkets were keen to list our products, recognising the fact Fitbakes ticks the box when it comes to providing indulgent healthier alternatives to consumers.
"Whilst many big brands perhaps aren’t yet ready for the new HFSS regulations, we’re proud Fitbakes has filled the gap in the market for cakes and bars that are indulgent and delicious, but naturally low in sugar and high in protein.”
All of this success comes despite a difficult few months for the company which was beset by supplier issues and even feeling the impact of the war in Ukraine.
Ella explained: “We usually buy protein powder for our cakes from Europe but back in April the shipment was in Ukraine and was bombed in Mariupol. The company then couldn’t supply us with any more protein powder so we had to change the recipe last minute to use a different protein.
“We have also been hit by the price rises in raw materials such as wheat flour and sunflower oil, which then caused the cost of rapeseed oil, which we use, to increase. We’ve managed to rise above these challenges and are proud to have these seven new listings in top supermarkets, giving more consumers access to healthy cakes and bars on the go.”
Fitbakes cakes have 95% less sugar, 40% less calories and 200% more protein than leading cake brands, and have no artificial sweeteners, flavourings or colourings.
To find out more head to https://www.fitbakes.co.uk.
I wonder if this would make a suitable low sugar alternative for Christmas cakes and treats? Worth checking out, I think!
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