Finsbury Food Group has continued its foray into “indulgent” alcohol brand-based cakes with a Guinness chocolate creation.
The four-layered sponge, developed under licence with Diageo, launches in Asda today (15 October), and builds on the success of the cake and spirits manufacturer’s Baileys cake collaboration last year.
Each tier of the NPD is separated by a chocolate frosting, while the topping is made of light cream cheese frosting to mimic the colours of a pint of Guinness, Finsbury said.
“Last year, we spotted a gap in the market for a range of alcoholic, adult-only cakes that launched to such success that we’re already adding new formats and flavours,” explained Jack Cook-Broussine, brand manager for Finsbury Food Group.
“Diageo has some of the most iconic brands on the market, which lend themselves perfectly to food, especially cake, and give us the opportunity to present shoppers with something completely new and exciting.”
Declan Hassett, senior licensing manager at Diageo, said: “We know the roasted, smoky notes of Guinness work incredibly well with chocolate and we wanted to bring this to life with one of the best cake manufacturers.
“We’re delighted to add a Guinness cake to our fantastic portfolio of Guinness products and are sure it will be a hit with Guinness fans and fans of cake alike.”
Earlier this month, Finsbury introduced a cake and cupcakes to its range of Baileys licensed products.
The NPD included a hot chocolate version of the Freakshake cake it launched in 2018, which consisted of a chocolate cake filled with Baileys Original Irish Cream and topped with layers of chocolate sauce, frosting and mini marshmallows.