Bakery manufacturers have launched new celebration cakes including a sharable version of a Party Ring biscuit and an indulgent treat flavoured with Guinness.
Having ventured outside of the standard Party Rings format for the first time in 42 years with bite-sized Under The Sea Minis, Fox’s Burton’s Companies (FBC) is now extending its popular biscuit brand into the cake aisle.
Made from a light Madeira sponge, topped with colourful icing and filled with sweet frosting, the Party Rings Celebration Cake is designed to look just like the iconic ring-shaped iced biscuit with hole in the middle.
With 10 servings and an rsp of £14, it is said to offer a fun option for birthdays, family gatherings, and other special occasions. The cake has been rolled out at Tesco, and will land in Asda on 22 September and Sainsbury’s on 8 October.
FBC noted the move taps into an £11m growth opportunity for retailers as the celebration cake sector is expected to grow by 4.3% in the next 12 months [Nielsen data, 52w/e 9 August 2025]. There is also an increasing demand for branded celebration offerings, it said, as penetration increased by 5.6% year on year, with 71% shopper demand for new brands to enter the sector [VYPR survey, July 2025].
At the same time, FBC has announced the launch of Fox’s Chocolatey, a bold new masterbrand set to drive significant category growth by uniting its most indulgent products – including Fox’s Fabulous Cookies, Fabulous Viennese, and Fabulous Rounds – under one cohesive, premium identity.
This strategic move creates greater consistency across the range, modernising the portfolio while building on the trusted heritage of the Fox’s name with a more luxurious and contemporary look, said FBC. It comes at a pivotal time for the Premium Treats segment, now worth £393.7m and growing 2.7% year on year [NIQ data, 52w/e 12 July 2025], as shoppers increasingly trade up from everyday biscuits in search of affordable luxuries.
Slicing the G
Finsbury Food Group has partnered with Diageo’s renowned stout brand to create a new Guinness Gift Cake.
The rich and indulgent chocolate cake is said to bring the bold flavour and visual identity of Guinness to life in a bakery format, complete with creamy frosting and caramel filling. Available now at Tesco and Asda stores (rsp: £6), it weighs in a 218g and serves four.
“Guinness is a household name, synonymous with iconic advertising and a clear identity that inspires creativity. This cake reflects that spirit of enjoyment and celebration and is perfect for gifting to Guinness lovers and marking special occasions,” said Kimberley Curtis, brand manager at Finsbury Food Group.
The latest product launch builds on the partnership between Finsbury and Diageo that dates back to 2018, when they launched the Baileys Yule Log. Numerous cakes have been developed since under the Diageo licence such as the Gordon’s Sicilian Lemon Luscious Layer Cake.
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