Asda cake deal is sweet news for Bells Food Group
Marketed under the sub-brand Bells Scotland’s Baker, the new range will comprise four flavours – Scottish Fudge, Madeira, Sultana and Cherry – and be stocked in 52 Asda outlets.
Bells Food Group, which is based in Shotts, Lanarkshire, has been working with the supermarket chain for more than 40 years.
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Hide AdJames Drury, national account manager at Bells, said: “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.”
Heather Turnbull, Asda’s regional buying manager for Scotland, said: “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.”