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5 minute read
What Makes a Great Cake Brand? Asher on Quality, Customer Favourites and the Future of Lola’s
2 November 2026
Words by Asher
What makes a cake brand stand out? Is it the quality of the cakes, the designs, the customer experience or something else entirely?
As Lola’s continues to grow, we caught up with Asher, our Business MD, to talk about what makes a great cake brand, how customer feedback shapes what we do and what the future holds. From protecting the classics customers know and love to exploring new products for everyday moments, here’s what he had to say.
What do you think makes a cake brand truly stand out?
For me, it comes down to a combination of things: design, quality, packaging, branding and, of course, the team and service behind it all. Every part of the experience matters, from how a cake looks when it arrives to how it tastes and how customers are looked after along the way.
What does Lola’s do to make sure every cake lives up to expectations?
It starts with our culture and the decisions we make every day. We focus on using the best ingredients we can, looking after our teams and making decisions with the customer in mind. That includes free-range eggs, organic milk and British butter, alongside cakes handmade by our bakers and decorators.It’s not always about maximising profit; it’s about doing what we believe is right for our customers and delivering the best possible product.
How do we keep things fresh and exciting while still giving customers the cakes they know and love?
It’s a tricky balance. We want to keep innovating and introducing new ideas, but we also know how attached customers become to their favourite products. Sometimes we have to remove products from the range, only to hear from customers who want them back!
There are certain core favourites that we know people love, and we’re careful not to change those without good reason. Red Velvet is a good example. We made the decision to switch to natural colouring because it was something we wanted to do, but changing a product that customers already love is never straightforward. It’s about finding the right balance between making improvements and staying true to what people enjoy about Lola’s.
How much do our customers influence what we create next?
Customer feedback plays an important role, particularly through our Test Kitchen. We receive plenty of feedback from customers and share it with our New Product Development (NPD) team to help inform what we create next.
There’s always more we can do to make the most of that feedback, and it’s something we can continue to improve. Ultimately, listening to customers helps us understand what’s working, what they’d like to see and where there might be opportunities to try something new.
What do you think makes a cake brand truly stand out?
For me, it comes down to a combination of things: design, quality, packaging, branding and, of course, the team and service behind it all. Every part of the experience matters, from how a cake looks when it arrives to how it tastes and how customers are looked after along the way.
What does Lola’s do to make sure every cake lives up to expectations?
It starts with our culture and the decisions we make every day. We focus on using the best ingredients we can, looking after our teams and making decisions with the customer in mind. That includes free-range eggs, organic milk and British butter, alongside cakes handmade by our bakers and decorators.It’s not always about maximising profit; it’s about doing what we believe is right for our customers and delivering the best possible product.
How do we keep things fresh and exciting while still giving customers the cakes they know and love?
It’s a tricky balance. We want to keep innovating and introducing new ideas, but we also know how attached customers become to their favourite products. Sometimes we have to remove products from the range, only to hear from customers who want them back!
There are certain core favourites that we know people love, and we’re careful not to change those without good reason. Red Velvet is a good example. We made the decision to switch to natural colouring because it was something we wanted to do, but changing a product that customers already love is never straightforward. It’s about finding the right balance between making improvements and staying true to what people enjoy about Lola’s.
How much do our customers influence what we create next?
Customer feedback plays an important role, particularly through our Test Kitchen. We receive plenty of feedback from customers and share it with our New Product Development (NPD) team to help inform what we create next.
There’s always more we can do to make the most of that feedback, and it’s something we can continue to improve. Ultimately, listening to customers helps us understand what’s working, what they’d like to see and where there might be opportunities to try something new.
What do you think keeps people coming back to Lola’s for another slice?
Ultimately, it’s the experience they had the last time they bought from us. If the cake doesn’t meet their expectations, they’re unlikely to come back. That’s why consistency matters so much. Every cake needs to deliver on the quality and taste that customers expect from Lola’s.
With so many cake brands out there, what makes Lola’s different?
We have 20 years of history behind us, a presence in a range of locations and, most importantly, great sponge and great cakes. Since Lola’s began in 2006, we’ve grown from a London cupcake business to offering celebration cakes, cupcakes and brownies, with an expansion of stores, collection lockers and delivery options to help customers enjoy them.Our experience has helped us build a brand that customers know, and we want to keep giving them reasons to choose Lola’s for their celebrations and everyday moments.
If you could predict the next big cake trend, what would it be?
Less sugar. I think there’s an opportunity to develop cakes that still look and taste fantastic while containing less sugar. It’s a challenge, but one that’s worth exploring.
What’s one thing about running Lola’s that might surprise our customers?
I get involved in pretty much every department. Throughout the week or month, I try to spend time doing some of the things our teams do themselves. It helps me stay connected to the business and understand what’s happening across the different areas.
You can’t run a business from behind a computer. Staying connected to the teams and understanding the day-to-day reality of the business is essential.
Is there a new product or idea you’d love to see Lola’s bring to life?
Lower-sugar cakes are high on my list. I’m honest about that. We all want a cake that looks fantastic and tastes fantastic, but with less sugar. Getting that balance right isn’t easy, and it’s something we’re working on.
What does the future look like for Lola’s, and what should customers be excited about?
I’d love to see a more diverse range of products that cater to everyday moments, not just big celebrations. That’s one of the reasons our Test Kitchen is so exciting. It gives us the opportunity to explore new ideas, try different products and see what customers respond to.There’s plenty more to explore, and we’re looking forward to seeing how the range develops!
A Cake Brand That Keeps Evolving
For Asher, building a great cake brand is about more than creating products that look good. It’s about quality, consistency, listening to customers and making decisions that put the customer experience first.
As Lola’s looks ahead, the focus remains on keeping the favourites customers love while exploring new ideas and finding more ways to bring great cakes into everyday life.
Discover some of those customer favourites in our bestselling cakes collection.
What do you think keeps people coming back to Lola’s for another slice?
Ultimately, it’s the experience they had the last time they bought from us. If the cake doesn’t meet their expectations, they’re unlikely to come back. That’s why consistency matters so much. Every cake needs to deliver on the quality and taste that customers expect from Lola’s.
With so many cake brands out there, what makes Lola’s different?
We have 20 years of history behind us, a presence in a range of locations and, most importantly, great sponge and great cakes. Since Lola’s began in 2006, we’ve grown from a London cupcake business to offering celebration cakes, cupcakes and brownies, with an expansion of stores, collection lockers and delivery options to help customers enjoy them.Our experience has helped us build a brand that customers know, and we want to keep giving them reasons to choose Lola’s for their celebrations and everyday moments.
If you could predict the next big cake trend, what would it be?
Less sugar. I think there’s an opportunity to develop cakes that still look and taste fantastic while containing less sugar. It’s a challenge, but one that’s worth exploring.
What’s one thing about running Lola’s that might surprise our customers?
I get involved in pretty much every department. Throughout the week or month, I try to spend time doing some of the things our teams do themselves. It helps me stay connected to the business and understand what’s happening across the different areas.
You can’t run a business from behind a computer. Staying connected to the teams and understanding the day-to-day reality of the business is essential.
Is there a new product or idea you’d love to see Lola’s bring to life?
Lower-sugar cakes are high on my list. I’m honest about that. We all want a cake that looks fantastic and tastes fantastic, but with less sugar. Getting that balance right isn’t easy, and it’s something we’re working on.
What does the future look like for Lola’s, and what should customers be excited about?
I’d love to see a more diverse range of products that cater to everyday moments, not just big celebrations. That’s one of the reasons our Test Kitchen is so exciting. It gives us the opportunity to explore new ideas, try different products and see what customers respond to.There’s plenty more to explore, and we’re looking forward to seeing how the range develops!
A Cake Brand That Keeps Evolving
For Asher, building a great cake brand is about more than creating products that look good. It’s about quality, consistency, listening to customers and making decisions that put the customer experience first.
As Lola’s looks ahead, the focus remains on keeping the favourites customers love while exploring new ideas and finding more ways to bring great cakes into everyday life.
Discover some of those customer favourites in our bestselling cakes collection.
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