British plant-based bakery brand OGGS has announced a brand refresh designed to emphasise “fun, playfulness, and a touch of elegance”.
Based on the results of a customer survey conducted earlier this year, the refresh includes updated recipes and branding. OGGS has also launched several new products, entering the celebration cake category for the first time with two options — the three-tier Indulgent Celebration Chocolate Fudge Cake and the two-tier Rich Chocolate Fudge Cake.
At Tesco, the brand is launching Mega Birthday Cupcakes — featuring sponge cake filled with raspberry jam and finished with icing and sprinkles — along with Zesty Lemon Cakes, which consist of mini sponges with lemon-flavoured filling, icing, and drizzle.
OGGS has also introduced a new product at Sainsbury’s, the Afternoon Tea Cakes. Each pack contains two Zesty Lemon Cakes and two Victoria Sponge Cakes; the recipe for the latter has been improved. Additionally, the brand has upgraded the recipes of its Mini Vanilla Cupcakes and Raspberry Ripple Cupcakes.
“An ethical cake for every occasion”
Meanwhile, OGGS’s packaging has been updated to include the phrase “The Ethical Bakery”. The brand’s products are all fully plant-based and packaged in recycled plastic trays.
Last year, OGGS beat a £450,000 crowdfunding target within weeks. At the time, it was reported that the brand had grown 41% year-on-year on average since it was founded in 2019.
“We’ve always believed that doing good shouldn’t mean compromising on taste or quality,” said Hannah Carter, CEO and founder of OGGS. “Listening to our incredible customers has been at the heart of this journey, and we’re so proud to unveil products that not only taste amazing but are kind to the planet too. With the addition of our new Celebration Cakes, there truly is an ethical cake for every occasion.”
