Lovemore
Lovemore is a UK-based, family-owned manufacturer of gluten-free, wheat-free, and milk-free bakery products, serving consumers with food intolerances, food service operators, private label partners, and industrial ingredient buyers from a BRC AA certified facility in Aberdare, Wales.
- Company typePrivate
- Founded1957
- HeadquartersAberdare, United Kingdom
- Headcount11–50
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What Lovemore does
Lovemore is a UK-based manufacturer of gluten-free, wheat-free, and milk-free bakery products, operating as a consumer brand of Welsh Hills Bakery Ltd, a family-owned business tracing its origins to 1957 in Aberdare, South Wales. The company produces a portfolio of more than 40 SKUs across cookies and biscuits, cakes, tarts and pies, frozen viennoiserie pastries, and industrial biscuit crumb and pieces, with many products also positioned as vegan-friendly. Manufacturing takes place at a single BRC AA certified facility in Hirwaun, Aberdare, using proprietary allergen-free formulations based on rice flour, maize starch, potato starch, and rice starch.
The business operates four distinct go-to-market motions: direct-to-consumer e-commerce via lovemorefoods.com with free postage on orders over £70, wholesale trade accounts for industrial clients, distribution through selected branches of major UK supermarket chains and Free-From supporting retailers, and private label and white label contract manufacturing for retailers and brands seeking allergen-free products. Pricing is structured across unit retail pricing (e.g., £3.49-£4.99 per pack), food service case pricing (cases of 24-50 at £22-£48 per case), industrial bulk ingredients (10-15kg bags at £64-£89 per unit), and bespoke private label contracts. The customer base spans consumers with coeliac disease and food intolerances, food service operators (hospitality, catering, care homes), private label brand partners, and industrial food manufacturers.
Ownership is fully familial with no external institutional investment; Ian Douglass serves as Managing Director. The company has publicly committed to net zero by 2035 with quantified Scope 1, 2, and 3 reduction targets for 2030 and reported a 21% reduction in production waste since January 2024. Lovemore is positioned as a specialist free-from brand, with stated intent to become a "truly global retail and food service brand" although current operations are confined to England, Scotland, and Wales.
Lovemore firmographics
Firmographics- Name
- Lovemore
- Legal name
- Welsh Hills Bakery Ltd
- Website
- https://lovemorefoods.com
- Company type
- Private
- Founded year
- 1957
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Lovemore is a UK-based, family-owned manufacturer of gluten-free, wheat-free, and milk-free bakery products, serving consumers with food intolerances, food service operators, private label partners, and industrial ingredient buyers from a BRC AA certified facility in Aberdare, Wales.
- Ownership category
- akta.pro rank
Lovemore industry classification
Industry- Product category
- Free-From Bakery Products
- NAICS
- Bread and Bakery Product Manufacturing (31181), Commercial Bakeries (311812), Frozen Cakes, Pies, and Other Pastries Manufacturing (311813)
- SIC
- Bakery Products (2050), Cookies & Crackers (2052), Wholesale-Groceries, General Line (5141)
- akta.pro primary industry
- Specialty Bakery Manufacturing (Gluten-Free, Artisan, Health-Focused) (AFAKAAAG)
- akta.pro secondary industries
- Gluten-Free & Allergen-Friendly Bakery Wholesale (AFAIAFAF), Frozen Bakery Products Manufacturing (AFAKAAAF), Bread & Pastry Specialty Stores (CRAHAGAC)
Keywords
Where Lovemore is headquartered
LocationHeadquarters
- HQ city
- Aberdare
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Lovemore business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Technology or R&D, Marketing or Sales
Revenue model
- Direct E-commerce Sales: Direct-to-consumer online sales through lovemorefoods.com website. Products are sold at listed retail prices with free shipping on orders over £70. Consumer purchases cookies, biscuits, cakes, tarts, pies, and pastries for personal consumption.
- Wholesale/Trade Accounts: Business-to-business sales to trade customers including industrial clients, food service operators, and retailers. Discounts available for registered trade accounts and industrial clients.
- Private Label Manufacturing: Contract manufacturing services for brands seeking to launch allergen-free products under their own label. Services include product development, nutritional calculation, testing, validation, and packaging design from BRC AA certified facility.
- Food Service Products: Bulk product sales to food service operators including hospitality venues, caterers, and food service providers. Products include individually wrapped items in cases of 24-50 units, and bulk biscuit crumb products for manufacturing ingredients.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard Retail Pricing |
| Unit Pricing | Pay-as-you-go | Retail Case Pricing |
| Unit Pricing | Pay-as-you-go | Food Service Bulk Products |
| Unit Pricing | Pay-as-you-go | Industrial/Bulk Ingredients |
| Other | Multi-year contract | Private Label Manufacturing |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels3 records
Lovemore product offering
Product offeringCore offering
Lovemore manufactures and sells gluten-free, wheat-free, and milk-free bakery products — including cookies, biscuits, cakes, tarts, pies, and pastries — directly to consumers via its e-commerce site and through wholesale, food service, and national retail channels. The company also offers private label/contract manufacturing of allergen-free bakery products for retailers and brands from its BRC AA certified UK facility.
Product overview
Lovemore Foods is a Welsh Hills Bakery brand offering a comprehensive portfolio of gluten-free, wheat-free, and allergen-free bakery products. The product range consists of multiple categories including Cookies & Biscuits (15+ products), Cakes (8+ products), Tarts & Pies (5 products), Food Service Products (13+ products), Biscuit Crumb & Pieces (5 products), and Pastries (3 products). The company also provides Private Label manufacturing services for retailers and brands seeking allergen-free bakery products. Products are designed to match the taste and quality of traditional allergen-containing equivalents, with emphasis on no artificial colours, flavours, or hydrogenated fats. Many products are also vegan-friendly. The company operates from a BRC AA certified UK site and has over 60 years of baking heritage.
Differentiator
Problem solved
Functional benefit
Products and services
- Cookies & Biscuits A range of 14+ gluten-free, wheat-free, and milk-free cookies and biscuits for individual consumer purchase through lovemorefoods.com. Includes chocolate chip cookies, double chocolate chip cookies, oat crunch cookies, stem ginger cookies, shortbread fingers and thistles, choc chip shortbread, digestives, and vegan sandwich biscuits (O' Chocos, custard creams, jammy wheels). Made without artificial colours, flavours, or hydrogenated fats; many vegan-friendly.
- Cakes A range of 16+ gluten-free cakes for consumer purchase, including Battenberg, chocolate brownies, iced fruit cake slab, Genoa fruit slab, Christmas cake slices, and stollen slices. Individually portioned retail packs suitable for personal consumption; many with multi-month shelf life.
- Tarts & Pies Gluten-free tarts and pies (assorted jam tarts, cherry bakewells, apple pies, mince pies, and crumble top mince pies) sold as consumer retail packs of 4–6 pieces, made with rice flour, maize starch, and potato starch shortcrust pastry. Seasonal mince pie variants available at Christmas.
- Gluten-Free Pastries Frozen, individually wrapped gluten-free pastries supplied baked — including croissants, pain au chocolat, and raisin danish — delivered in boxes of 40 for heat-to-eat service (oven/air fryer 8–10 minutes at 180°C). Designed for food service and at-home premium occasions.
- Food Service Products Bulk, individually wrapped gluten-free bakery products for hospitality, catering, and care home operators. Cases of 24 packs (e.g., shortbread biscuits, fruit cake slices, chocolate brownies, fruit cookies) and individually wrapped mince pies and iced fruit cake slices with extended shelf life (ambient 12 weeks / frozen 12 months).
- Biscuit Crumb & Pieces Bulk gluten-free, top-14-allergen-free biscuit crumb and pieces supplied in 10–15kg bag-in-box format for industrial food manufacturers. Range includes dark chocolate biscuit crumb, shortbread biscuit crumb, speculoos crumb, vegan digestive crumb, and digestive pieces, for use as ingredients in ice cream toppings, cheesecake bases, traybakes, and confectionery.
- Private Label Manufacturing Contract manufacturing service for retailers and brands seeking allergen-free bakery products under their own label. Includes cookies (wirecut and extruded, e.g., choc chip, shortbread), biscuits (digestives, chocolate, shortbread), cakes, and mince pies/tarts, with in-house product development, nutritional calculation, testing and validation, and packaging design from a BRC AA certified UK site.
- Wholesale / Trade Account Supply B2B wholesale supply of Lovemore gluten-free bakery products to industrial clients, food service operators, and retailers via registered trade accounts, with discounts on list prices and 28-day payment terms from invoice.
Quantifiable outcome
- 21% reduction in production waste since January 2024 through improved equipment operation capability
- +3 more outcomes
Companies that use Lovemore
Customer profileNamed customers2 records
Segments4 records
Ideal customer profiles4 records
Lovemore technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Lovemore partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- National UK RetailerscoreLovemore products are distributed nationwide through selected branches of major UK supermarket chains and Free From supporting retailers. The company works alongside trusted major retailers to promote the free-from lifestyle and make products accessible to consumers across the UK.
Scale indicators6 records
Recent moves6 records
Expansion highlights5 records
Lovemore competitors and assessment
Company assessmentEmerging players
- Bfree Foods: Irish gluten-free bakery brand producing breads, wraps, and bagels. Compares as a smaller specialist in the gluten-free bakery category with retail listings across UK and Ireland.
- Perkier Foods: UK gluten-free snack and bakery brand focused on healthy free-from products. Comparable mid-sized UK player in the free-from category with overlapping retail and DTC motion.
Direct peers
- Ener-G Foods: UK/US gluten-free bakery manufacturer producing cookies, breads, and mixes. Comparable specialty gluten-free manufacturer with both retail and foodservice distribution.
- Dr. Schär (Schar): Leading European gluten-free food manufacturer (South Tyrol, Italy) with extensive UK presence. Direct competitor in gluten-free biscuits, breads, and baked goods, also supplies private label and foodservice channels across Europe.
- Genius Foods: UK-based gluten-free bakery brand producing breads, rolls, and baked goods for major retailers. Most direct UK competitor to Lovemore in the gluten-free bakery category with overlapping supermarket distribution and similar product formats.
- Mrs Crimble's: UK gluten-free bakery brand manufacturing cakes, biscuits, and baked goods. Closely comparable size, product mix, and UK supermarket distribution model to Lovemore.
- Wessex Fine Foods (free-from): UK free-from bakery and ambient dessert supplier to retail and food service. Comparable business model with foodservice-format bulk and individually wrapped items similar to Lovemore's.
Broad incumbents
- Hovis (Premier Foods): Mainstream UK bakery brand with gluten-free offerings under Premier Foods. Operates in the same retail channel but as a broad incumbent whose free-from line is a sub-line of a much larger portfolio.
- Premier Foods (free-from portfolio): UK listed food manufacturer whose portfolio intersects with Lovemore's category (e.g., Mr Kipling-style cakes, gluten-free lines). Broad incumbent with portfolio scale and Big 4 supermarket relationships.
- Warburtons (Gluten Free range): UK's largest bakery brand with a free-from sub-range. Competes in the same supermarket aisles but as a broad incumbent with vastly greater scale and brand power.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Lovemore financial estimates
Financial estimateRevenue estimate
Valuation estimate
Lovemore leadership team
Management profileNumber of profiles
Profiles1 record
Lovemore funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Lovemore M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Lovemore
What does Lovemore do?
Lovemore manufactures and sells gluten-free, wheat-free, and milk-free bakery products — including cookies, biscuits, cakes, tarts, pies, and pastries — directly to consumers via its e-commerce site and through wholesale, food service, and national retail channels. The company also offers private label/contract manufacturing of allergen-free bakery products for retailers and brands from its BRC AA certified UK facility.
Is Lovemore a public or private company?
Lovemore is a private company. It is classified as family owned and is currently operating.
When was Lovemore founded?
Lovemore was founded in 1957. It employs 11 to 50 people.
Where is Lovemore based?
Lovemore is headquartered in Aberdare, United Kingdom, in the Europe region.
How does Lovemore make money?
Four revenue lines are on record. Direct E-commerce Sales are the primary driver. The others are wholesale/Trade Accounts, private Label Manufacturing and food Service Products.
Who are Lovemore's main competitors?
Emerging players on record are Bfree Foods and Perkier Foods. Direct peers are Ener-G Foods, Dr. Schär (Schar), Genius Foods, Mrs Crimble's and Wessex Fine Foods (free-from). Broad incumbents are Hovis (Premier Foods), Premier Foods (free-from portfolio) and Warburtons (Gluten Free range).
Does Lovemore have an API?
No public API is recorded for Lovemore.
What industry is Lovemore in?
Lovemore's product category is Free-From Bakery Products. Its primary akta.pro industry code is AFAKAAAG, Specialty Bakery Manufacturing (Gluten-Free, Artisan, Health-Focused), with a secondary code of AFAIAFAF, Gluten-Free & Allergen-Friendly Bakery Wholesale. Its NAICS code is 31181 and its SIC code is 2050.