Convenience food firm Greencore has launched a Chupa Chups-branded celebration cake.

Available across Asda stores at £10, the launch is part of a partnership with Chupa Chups brand owner Perfetti Van Melle, and is designed to target younger consumers.

The cake contains a Madeira sponge filled with strawberry frosting and strawberry jam, covered with soft icing. The product is also decorated with 12 strawberry flavoured Chupa Chups’ lollipops.

Marta Ballesteros, licensing area manager at Perfetti van Melle, said Chupa Chups has an incredibly strong connection with consumers.

“The sweet and fun nature of the product transfers perfectly to a celebration cake,” Ballesteros said.  “Greencore have created a unique concept based on the iconic shape of the famous lollipop, which truly celebrates our distinct visual identity and reflects the forever fun factor of the brand.”