Finsbury Food Group has unveiled a new Stranger Things Celebration Cake to add to its range of sweet bakery items created via brand licensing partnerships.
Available now in Tesco stores (rsp: £13), the new cake features chocolate sponge with a layer of sweet filling, covered with soft icing (indented with clockwise roman numerals) and finished with an edible image of the young cast members.
The launch is aimed at fans of the hit Netflix show, which has its latest season currently in production.
Finsbury has also rolled out refreshes to a selection of its existing branded cakes.
Said to be a key licence focus for the global entertainment company, the Disney Princess Cake has now brought nine of the favourite Disney Princesses front and centre of the design. The cake, which is nut-free and includes a sticker collar, features a sponge layered with jam and frosting, covered with soft icing and edible decorations. It was launched last week at Asda, Morrisons, and Tesco stores (rsp: £13).
The Spongebob Celebration Cake, meanwhile, is listed at Tesco and follows the exact same recipe and price of the Disney offering. However, it is square shaped and features just the one, large smiling face of Nickelodeon’s popular character.
“Working with license partners like Netflix, Disney and Nickelodeon plays a key role in our licensing strategy at Finsbury, and allows consumers to involve trending, or indeed nostalgic, characters in their special occasions,” commented Andrew Scott, Finsbury’s brand manager for character cakes.
“In terms of trending shows, it doesn’t come much bigger than Stranger Things, which has taken the world by storm in the past few years. We’re sure fans will be getting ready for the fifth season, with this new delicious cake from Finsbury,” he added.
Lastly, receiving a revamp is the Galaxy Chocolate & Caramel 5.5” Cake (rsp: £4). This now comprises a chocolate sponge with pockets of caramel sauce, topped with chocolate frosting, chocolate buttons, and a caramel drizzle – it is being sold at Asda, Tesco, and Sainsbury’s.
In looking at the opportunities that lie ahead this year, Finsbury head of brands and marketing Daryl Newlands told British Baker that branded lines played a key role in shopper baskets. “Our strategy is to continue to invest in the licensing brand market and develop our range of products that are very much consumer and trend driven,” Newlands revealed.
Recent examples of this from Finsbury include the Chocolate M&M’s Easter Brownies and the Baileys Chocolate Yule Log.
Finsbury Food Group agreed to a £143.4m takeover offer from Isle of Man-based asset management firm DBay Advisors a little over six months ago.
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