Bells and Whistles launches in ASDA and Sainsbury's with smaller bar

Cumbrian cake brand Bells & Whistles has launched a brand new two slice pack with ASDA supermarket.

The new range shoppers an easy way to eat a plant-based treat on the go, proving that free-from and vegan food can be just as delicious as standard confectionary.

The brands new smaller packs will host Bells & Whistles three famous flavours; Ginger and Apricot, Berry and Cashew and Nut Truffle. Each flavour is under 120 calories per slice, launching in stores just in time for Veganuary.

Head of brand and marketing, Josh Boydell-Smith, from Bells & Whistles, said: “The bars are plant based but indulgent in flavour, so we hope we will help shoppers to find their sweet treat as they take on the Veganuary challenge in the new year.

“By making the packs smaller, and single serve, we believe we can encourage more people to grab a pack at the checkout and give them a try. We want to change the way the world sees free-from confectionary and make it much more accessible for people to have on the go.”

The packs will be sold in ASDA from this month, before launching in over 400 Sainsburys stores in January. They are also available to foodservice exclusively through Bidfood.

Inspired by a younger generation being underwhelmed by the same old brands Bells & Whistles launched in 2019. The Penrith-based business aimed to disrupt the ‘Free From’ sector to offer indulgence you would expect from a regular cake.