A new bakery has been established in south Wales to produce baked goods for nut allergy sufferers.
The brainchild of former Avana Bakeries and Memory Lane Cakes managing director, Mike Woods, The Just Love Food Company has been set up after identifying a gap in the UK market for the supply of nut-free bakery products.
After struggling to find products on the market suitable for his two children with nut allergies, Mike decided to use his considerable experience of the food sector to establish the niche business.
Mike Woods, managing director of The Just Love Food Company, said: “Since my children were diagnosed with severe nut allergies in 2001, I have struggled to find suitable food products on the market dedicated to nut allergy sufferers. My wife and I found it particularly difficult when it came to sourcing birthday cakes as all supermarket birthday cakes carry warnings that make the products ‘not suitable for nut allergy sufferers’. Faced with this ongoing battle and equipped with over 20 years experience in the food industry, I decided last year that it was time to put it right. The Just Love Food Company has been set up to provide a food solution to nut allergy sufferers.”
The Blackwood-based business, which will initially focus on supplying children’s celebration cakes, has signed an exclusive deal with supermarket giant Sainsburys who will sell its cakes in over 200 stores nationwide.
Amy Lindegreen, Buyer of Sainsburys, said: “We’re delighted to be working with Just Love Food to be the first supermarket to bring these celebration cakes to market and along with them peace of mind to our customers faced with catering for a child with a nut allergy. The level of innovation and creativity Just Love Food provides means not only will these cakes delight allergy sufferers, they look and taste great enough for any children’s birthday party.”
Philippa Brightman, Special Diets and Health Manager at Sainsburys, said: “Our vision is to be the retailer of choice for customers suffering from allergies or intolerances. It is a pleasure working with such a passionate supplier, committed to our shared ambition of helping to make customers’ lives easier. This is a very exciting step towards achieving that goal – the launch of these delicious cakes will hopefully help to solve an issue for many parents across the UK.”
Mr Woods added: “Like us, Sainsburys can see a gap in the market for the supply of nut-free products and can see our vision of making fabulous food products that provide solutions for those with allergies. We don’t believe it should be a fabulous product or a product that suits those with allergies. We believe we should make delicious food that allergy sufferers and food lovers alike can enjoy.
“We take great care in developing our recipes so that our products taste great. We make them in our own nut safe environment from carefully sourced ingredients, we never compromise on taste and while we develop our products with nut allergy sufferers in mind, our products taste so great consumers would never know they were any different.”
Launched this week The Just Love Food Company is working with suppliers from across the UK, who have been chosen due to their commitment to manufacturing its ingredients in an area that does not handle nuts and abiding by The Just Love Food Company’s nut safe promise.
Continued Mr Woods: “We know that even the smallest trace of nut contamination can have a detrimental effect and have therefore taken every possible step to make sure our products are the safest on the market.
“We have searched the breadth of the UK to find suppliers who meet our requirements and acknowledge our nut safe promise. By working closely with our suppliers we have been able to ensure all of our ingredients are manufactured in an environment that does not handle nuts. We visit them