Dachshund takes lead in Sainsbury’s cakes revamp

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A trio of animal-themed cakes feature in the relaunch of Sainsbury’s celebration cake range.

Rolling out from 3 October, the retailer’s celebration line-up will comprise 32 products priced between £5 and £13, including 17 new cakes.

Among the launches is a Sammy the Sausage Dog cake (£10), which has been developed to tap Brits’ passion for dachshunds, said the retailer.

Sainsbury’s said there had been 2.7 million Instagram posts on the #sausagedog and that searches for sausage dog items on the Sainsbury’s website had grown by 65% in the past year.

Launching alongside Sammy, which is a chocolate sponge with chocolate buttercream, are new character cakes Debra the Zebra (£12) and Nancy the Narwhal (£9). Both are filled with raspberry jam between a traditional Madeira sponge.

Also rolling out in October is a salted caramel drip cake and sweetie smash cake.

“It’s no secret that the nation continues to look at platforms such as Instagram and Pinterest for creative and fun baking inspiration – but it also means there are more eyes on centrepiece cakes than ever before,” said Sainsbury’s product developer Lexie Mackintosh.

“Our new range of delicious and trend-led cakes takes the stress out of any party planning and helps our customers celebrate in style, no matter the occasion.”

The full Sainsbury’s range will comprise: