Oggs encourages consumers to ‘choose cruelty-free’ with new cake launch

Plant-based cake brand Oggs is launching a new Mega Caramel and Vanilla Cupcake product, encouraging consumers to “choose kinder, cruelty-free cakes” that are made without eggs.

The new cakes launched in Tesco and Ocado stores across the UK yesterday (4 September 2023) at £9 RRP for a pack of nine. The vanilla sponges with caramel and vanilla frosting are made using Oggs Aquafaba plant-based egg alternative, creating cake that the brand claims is kinder to chicken and the planet.

Oggs’ new launch comes alongside new research commissioned by the brand, looking into the ethics of UK cakes with emphasis on the conditions of chickens used to produce the egg found in most products.

While most shoppers said that they make ethical decisions about the shell eggs they purchase, with 92% buying free range wherever possible, the same decisions don’t currently apply to cakes bought where egg is used as an ingredient, the research found.

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 or no eggs at all. A report published by the British Hen Welfare Trust said that UK cake producer giants Mr Kipling, Cadbury’s and McVities use mostly barn and some cage eggs in their baked goods.

Hannah Carter, founder and CEO at Oggs, said: “We all like to think that we make the most responsible choices, but this new research shows that this thinking doesn’t apply to cake. By choosing cruelty-free cake, we can still enjoy all our favourite treats without compromise. Our new Mega Cupcakes give shoppers a delicious opportunity to celebrate and share, while making a positive impact to animals and the planet.”