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Positive Bakes

Vegan and gluten-free brand Positive Bakes has launched a range of products in all Whole Foods Market stores across London.

The deal means Whole Foods Market is the first retail outlet to stock products from the family-owned brand since its inception in early 2020.

Currently available at all seven Whole Foods Market stores across the capital, the full range of Positive Bakes products includes seasonal pumpkin pie, pecan pie, apple pie and a range of loaf cakes including carrot cake and chocolate cake, along with the brand’s brownies and blondies.

All Positive Bakes products are packed in 100% plastic-free compostable packaging, and are free from dairy, gluten, soya, eggs, palm oil, preservatives, flavourings, yeast and GMOs, according to the company.

Positive Bakes was started by husband and wife Aatin and Helen Anadkat, after they discovered that their son had a dairy allergy. The company’s stated mission was to produce ‘the most delicious free-from, natural and handmade products available in the UK, with the least impact on the environment’.

Aatin Anadkat expressed his delight at seeing the brand’s products on the shelves of Whole Foods Market stores. “Taking our brand to the premium retail market was always part of our master plan, and to have Whole Foods be the first retail brand to stock us is a huge achievement,” the co-founder said.

“It has taken many months of hard work and new product development by our incredible team, and we are really pleased with the results. It’s a great step forwards as we continue to expand our brand,” he added.

Positive Bakes has taken its commitment to the environment “very seriously” since its inception, according to Anadkat. The brand’s products are manufactured in a dedicated energy-efficient bakery in Leicester and sustainability is “at the core of everything we do”, the co-founder said.