With a successful career in confectionery and two children with nut allergies, Mike Woods saw a gap in the market. He approached limegreentangerine with a concept for a nut free cake company – producing quality products that understand the dangers of food allergies and sympathise with this minority group. The ‘Just Love Food Company’ was conceived as a result of these aims and objectives. The concept was simply based on two things – Love and Trust.
limegreentangerine were involved from the outset, responsible for name generation, branding, packaging, advertising and web presence. A distinctive bespoke type was developed for JLFCo., suggestive of delicious ingredients and 'home-baked' goodness – the logo was written as if dripped in finger-licking icing.
The first two products, a ‘Sparkly Princess’ celebration cake and a ‘Monster’ cake, were launched in April 2010 in Sainsbury’s stores nationwide, with a 'Pirate' and a sumptuous chocolate tray bake quickly following.
Just Love Food Company continues to extend its range with several other products this year.