A good example of this is with our strawberry cupcake (as seen above). When we mix our strawberry cake we take fresh strawberries (never,ever-EVER frozen), and puree them before they go into the batter. Lemon is another great example of this process. The lemon you taste is from freshly zested lemons, freshly squeezed juice from the same, slightly naked-from-zesting, lemons and a hint of pure lemon oil.
The time, energy and focus that goes into this slow bake process is what sets a 'baked from scratch' product apart from a more common mass produced good.
We simply refuse to cut corners when it comes to taste!