Bells Food Group has announced a deal with Asda to stock four new loaf cake lines in Scottish stores.
The Lanarkshire firm's Scottish Fudge, Madeira, Sultana and Cherry products will be sold under the Bells Scotland’s Baker sub brand in 52 Asda stores. All will have an introductory price of £1.50.
Bells Food Group has been working with Asda for more than 40 years. The supermarket now stocks over 20 of its lines. Bells employs more than 200 people at its base in Shotts.
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Heather Turnbull, Asda’s 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.”
“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.”
James Drury, national account manager for 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 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.”
