Finsbury Food Group has unveiled a new branded cake range created through a partnership with author, TV personality, and 2015 Great British Bake Off winner Nadiya Hussain.
The initial range of five cake lines were rolled out in over 300 Tesco stores nationwide yesterday (9 June), including an Aromatic Spiced Banana Caramel Loaf, a Spiced Cherry Bakewell Loaf, Birthday Cake Blondies, Bazillionaire Brookie Slices, and a showstopping Rainbow Chocolate Celebration Cake.
The Aromatic Spiced Banana Caramel Loaf (rsp: £4.50 | serves eight) comprises a spiced banana sponge with speculoos sauce, topped with caramel frosting, decorated with caramel sauce drizzle, caramel fudge cubes and cassia crumb. The Spiced Cherry Bakewell Loaf (rsp: £4.50 | serves eight) features a cinnamon sponge with cherry jam, finished with almond flavour frosting, finished with cherry jam and flaked almonds.
Birthday Cake Blondies (rsp: £3.25 | four-pack) are blondie bases are layered with apple and raspberry jam, and topped with fondant icing and sugar sprinkles. Bazillionaire Brookie Slices (rsp: £3.25 | four-pack), meanwhile, are chocolate brownies layered with cookie dough, caramel and white chocolate.
Lastly, the Chocolate Rainbow Cake (rsp: £15 | 1.1kg) has chocolate flavour sponge layered with coloured frosting, covered with chocolate ganache, and finished with edible decorations.
Licensed products remain a core element of Finsbury’s commercial strategy in sweet bakery for retailers – it previously launched the likes of a Disney’s Moana Celebration Cake, Mary Berry Coffee Toffee Cake, and Stranger Things Celebration Cake.
The manufacturer said the Nadiya branded cakes helped bring her vibrant personality and flavour-first philosophy to supermarket shelves for the first time. Each product has been developed with a sense of fun in mind and designed to elevate everyday moments and special occasions alike, it added. Finsbury also revealed that it was working on an “exciting and growing pipeline of cakes” under the Nadiya brand.
“This range is a true extension of who Nadiya is – vibrant, generous, and unafraid to have fun with flavours,” commented Ian Downes, director of Start Licensing from Nadiya’s team. “From the very start, it’s been about creating bakes that feel accessible and joyful. We’re thrilled to see these products launch and can’t wait for what’s still to come.”
Donna O’Neill, senior brand manager at Finsbury Food Group, expressed the company’s thrill to be launching its new partnership with Hussain, describing her as “someone who shares our love of cake, flavour and bringing people together”. “This range is full of joy and warmth, just like Nadiya herself, and we can’t wait to see how it connects with consumers,” O’Neill added.
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