OGGS cupcakes send cruelty-free messaging

Plant-based bakery brand OGGS have announced the launch of their cruelty free OGGS Mega Caramel Cupcakes as they ask shoppers to consider the ethics of the cakes that they buy.

The new cakes are available in UK retailers Sainsbury’s Local and ASDA, with further launches planned for February. As two large vanilla sponges with caramel frosting, the cupcakes are made using OGGS Aquafaba plant-based egg alternative instead of eggs.

With new packaging that champions the ‘cruelty free cake’ messaging, they provide a preview of some big changes coming to the company’s product range later this year.

Animal welfare is a hot topic for consumers heading into 2024. In the Waitrose Food & Drink Report, Executive Director at Waitrose & Partners, James Bailey said: “Nearly a third of people (31%) said that anything on the packet which indicates higher animal welfare would make them choose it over another brand or product.”

The launch comes following on from research commissioned by OGGS looking into the ethics of cakes in the UK, with emphasis on the conditions of chickens used to produce the eggs found in most products.

Most shoppers said that they make ethical decisions about the shell eggs they purchase (as 92% reported buying free range eggs when possible) but those same decisions don’t currently apply to cakes bought where egg is used as an ingredient, the research found.

According to a report by the British Hen Welfare Trust, some of the biggest UK cake producers including Mr Kipling, Cadbury’s and McVities use mostly barn (and some cage) eggs in their bakes.

67% of those asked said that they weren’t aware that most cakes sold in UK supermarkets use eggs from barn or caged chickens, as opposed to free range eggs, or no eggs at all. 89% said that knowing this, they would be more likely to buy from a cake brand that doesn’t use eggs from barn or caged chickens.

“Cake fans have responded so positively to our ‘Cruelty Free Cakes’ campaign – proving that we’re not just a nation of cake lovers, but of chicken lovers too!” said Hannah Carter, Founder and CEO of OGGS. “Our new Mega Caramel Cupcakes are a perfect grab-and-go option for a delicious treat when we’re out and about. Better for chickens, the planet, and your tastebuds – what’s not to love!”

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Media contact

Caitlin Gittins
Editor, International Bakery
Tel: +44 (0) 1622 823 920
Email: editor@in-bakery.com

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