Fitbakes, a leading low sugar indulgent cake brand, has scooped seven new listings at four different retailers ahead of government HFSS regulations, despite being beset by huge supply chain issues and the war in Ukraine.

The brand, which was founded by nutritionist Ella Rauen-Prestes on her kitchen table in the Cotswolds in 2018, has three new listings in Waitrose, one new listing in Tesco, as well as listings in Co-op Midcounties, Holland & Barrett and Selfridges.

To celebrate the listings, Fitbakes is launching a brand new Birthday Cake flavour of cakes in September, which contains sprinkles made with natural ingredients and low sugar white chocolate.

Restrictions on the placement of HFSS products – a key part of the government’s commitment to reduce obesity – come into force in October 2022. This will mean HFSS products cannot be placed in key locations in-store, such as checkouts, store entrances and aisle ends, to try and reduce impulse buys of unhealthy products.

Ella Rauen-Prestes, commented: “Over the last few months, we found that several supermarkets were keen to list our products, recognising that Fitbakes ticks the box when it comes to providing indulgent healthier alternatives to consumers. Whilst many big brands perhaps aren’t ready for the new HFSS regulations, we’re proud that Fitbakes has filled the gap in the market for cakes that are indulgent and delicious – but naturally low in sugar and high in protein.”

All of this success comes despite a rocky few months for the company which was beset by supplier issues and even feeling the impact of the war in Ukraine.

Ella explained: “We usually buy protein powder for our cakes from Europe but back in April the shipment was in Ukraine and was bombed in Mariupol. The company then couldn’t supply us with any more protein powder so we had to change the recipe last minute to use a different protein. This was tricky in itself as the new ingredient didn’t respond to using eggs quite as well as the original one.

“We have also been hit by the price rises in raw materials such as wheat flour and sunflower oil, which then caused the cost of rapeseed oil, which we use, to increase. We’ve managed to rise above these challenges and are proud to have these seven new listings in top supermarkets, giving more consumers access to healthy cakes and bars on the go.”

Fitbakes cakes have 95% less sugar, 40% less calories and 200% more protein than leading cake brands, and have no artificial sweeteners, flavourings or colourings.