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How Bells of Lazonby Secured a Tesco Launch with Vypr’s Consumer Insights Platform
When Bells of Lazonby wanted to keep pace with innovation in modern bakery, they needed a way to develop the right products with clarity and speed.
By using Vypr’s consumer insights platform and product intelligence tool, the team validated their new cinnamon cake slice concept, resulting in an exclusive launch with Tesco.
“Vypr gives us the confidence that every product we take to market has real consumer backing — it’s taken the guesswork out of innovation.”
About Bells of Lazonby
Bells of Lazonby is a third-generation, family-run bakery based in the Lake District, founded in 1946. Known for its dedication to quality, craftsmanship, and innovation, Bells supplies a range of baked goods across retail and foodservice, from own-label products for leading brands to its own signature lines.
With over 80 years of heritage and a passion for progress, Bells continues to blend tradition with innovation, crafting products that delight modern consumers while honouring its artisanal roots.
The Challenge: Keeping pace with modern bakery innovation
As consumer trends shifted faster than ever, Bells of Lazonby needed a way to develop products with confidence and speed.
The challenge was to:
- Validate flavour trends and product ideas before pitching to retailers
- Reduce risk and investment waste from untested NPD
- Strengthen credibility with retail buyers through real consumer data
- Speed up decision-making in a competitive, fast-moving category
Like many FMCG innovators, Bells needed to ensure every launch decision was backed by insight, not assumption.
How Vypr Helped: From flavour testing to retail confidence
Vypr’s agile consumer insights platform became a key part of Bell’s NPD process.
Using Vypr, the team could:
- Rapidly test flavour concepts, product names, and packaging direction
- Understand how real consumers respond to emerging bakery trends
- Back up sell-in conversations with credible consumer data
- Replace guesswork with fast, evidence-based decisions
Vypr helped Bells remove bias from their innovation process, giving both the development team and retail buyers confidence that each product was designed to succeed.
The Outcome: A data-backed launch with Tesco
Using Vypr, Bells of Lazonby validated their new cinnamon cake slice concept, aligning perfectly with the growing consumer demand for cinnamon-flavoured baked goods.
The insights gave Tesco confidence in the product’s appeal, resulting in an exclusive launch in October.
Speed to Insight
Increased speed to insight and decision-making
Greater Credibility
Improved credibility with retail partners
Product-market fit
A clear product-market fit backed by consumer validation
Reduced risk
Reduced development risk and wasted investment
The result? A cinnamon slice that’s not just on trend, it’s baked to win.
Ready to transform your NPD process?
Want to reduce risk, validate your next product, and move to market faster?
See how Vypr’s consumer insights platform can help you launch with confidence.
