Finsbury announces launch of HFSS-compliant brand, Baked

Finsbury Food Group has announced the launch of its brand new HFSS-compliant brand Baked.

The Baked range will initially comprise five-pack cake slices in two distinct flavours: Lemon Drizzle and Sticky Toffee.

Available to buy online and in-store at Tesco supermarkets, a pack of five slices retails at £1.60. The Baked range aims to provide consumers with a high fibre, low-calorie option, whilst complying with upcoming fat, sugar and salt content regulations.

“When conducting market research for Baked, it was clear to us that there was a lack of variety within the health and wellbeing space, with only Vegan offerings or Malt Loafs available. We recognised an opportunity to develop a standout brand that produces baked goods which comply with the HFSS restrictions coming into play,” commented Daryl Newlands, head of brands and marketing within Cake at Finsbury Food Group.