Bells Food Group has announced a new deal with supermarket chain Asda.
ASDA will stock four new loaf cake lines in Scottish stores, in a move that sees the Shotts-based producer launch a new range of sweet treats into the Scottish bakery market.
Under the moniker “Bells Scotland’s Baker”, the new range will be stocked in 52 Asda stores throughout Scotland.
The cakes will be available in four flavours; Scottish Fudge, Madeira, Sultana and Cherry and retailing at an introductory price of £1.50.
Being the first retailer to stock the range, Asda and Bells Scotland’s Baker have worked in tandem to fill a market gap and cater for what they describe as a growing desire amongst Scots for great tasting, handcrafted Scottish loaf cakes.
Bells Food Group, based in Shotts Lanarkshire, has been working with Asda for over 40 years.
Asda now stocks over 20 Bells lines in all its Scottish stores, and to help cope with demand, their base in Shotts now employs over 200 local employees.
Heather Turnbull, Asda’s regional buying manager for Scotland, said that the company relished the opportunity to add authentic Scottish produce to their shelves.
“Our existing and diverse range of Bells products are already hugely popular with customers and these new delicious guilty pleasures will no doubt become a favourite,” she said.
“We’re thrilled to be the first major retailer to stock the new range of loaf cakes in our stores across Scotland. Our prosperous relationships with suppliers, and Bells Food Group in particular, allow us to deliver authentic, great tasting Scottish products direct to shelves for customers to enjoy, on a continuing basis.”
Commenting on the new deal with Asda, James Drury, National account Manager of Bells Food Group, said: “At Bells Food Group nothing is more important to us than our heritage and promoting the unique food and drink industry that we have in Scotland.
“Our new range of Bells Scotland’s Baker loaf cakes showcases the inseparable link and emotional affinity between Bells and the Scottish consumer.
“The Bells brand is iconic in Scotland and is Scotland’s fourth most recognised food brand. Launching a Scottish range of cakes in the bakery market was a natural step for us as we know our customers love our high-quality products.
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