BBF launches duo of licensed cakes into Asda

BBF has launched a PJ Masks party traybake and a Boofle mini gift cake into Asda stores. 

The manufacturer, which produces own-label, licensed and branded ambient cakes, has launched the NPD as part of its licensing agreements with Entertainment One Limited and UK Greetings Limited.

The new PJ Masks traybake is topped with vanilla frosting and sprinkles, and features characters ‘Catboy’, ‘Owlette’ and ‘Gekko’.

The Boofle mini gift cake marks BBF’s first venture with greeting cards brand Boofle, and comes in four different designs, all of which are layered with frosting and raspberry jam and covered with icing and edible decorations.

The PJ Masks and Boofle products are the latest additions to BBF’s range of licensed cakes, joining brands such as Chupa Chups, Little Mix and Swizzels. 

“We’re always looking to work in partnership with relevant brands on products that are created as a direct response to market trends, so we’re delighted to be moving forwards with PJ Masks and Boofle,” said Jonathan Lill, CEO at BBF.

“We have an excellent track record of manufacturing successful licensed ambient cakes and we work hard to ensure each product has the highest-quality design and taste.”

The NPD comes after BBF acquired Greencore’s cakes and desserts business early last year, a move which doubled its size. This year BBF announced it was to invest in its manufacturing facilities having secured £40m funding from Wells Fargo Capital Finance.

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