Finsbury Food capitalises on £978m market with expansion of Mary Berry partnership

By Gill Hyslop contact

- Last updated on GMT

The two new additions to the Mary Berry cake range include a Lemon Bundt and a Chocolate Bundt. Pic: Finsbury Food Group
The two new additions to the Mary Berry cake range include a Lemon Bundt and a Chocolate Bundt. Pic: Finsbury Food Group

Related tags: Finsbury food group, Mary Berry, Cakes

The UK speciality bakery manufacturer has extended its longstanding partnership with the Queen of Cakes with the addition of two new Bundt cakes cake products to her retail brand, which is now worth over £3.7m.

According to IRI data for the 52 weeks ending 19 June 2021, the UK cake market is worth more than £978 million, despite the disappointing ‘rise’ to cake sales following the outbreak of COVID-19 in 2020, thanks to a number of factors, such as fewer lunchboxes to fill, smaller celebrations and the uptick in at home baking.

However, the sector has seen a return to ‘normal’, making the timing apt to launch two new Mary Berry-inspired Bundt cakes.

Celebration cakes

Using Berry’s own signature recipes, the cakes – a Lemon sponge with a lemon curd drizzle and a Chocolate sponge hand decorated with Belgian dark and white chocolate – are positioned to make ‘the perfect centrepiece’ for the much-missed larger celebrations.

With both products created through Finsbury’s R&D programme, the Bundts will join the Mary Berry cake range – including the iconic Mary Berry Celebration Rose Cake – which was first launched into supermarkets in April 2017 and has enjoyed huge success, becoming one of the top 10 cake ranges in the UK.

The new variants will be available online and in Sainsbury and Tesco outlets across the UK from September for an RRP of $4. They will also be available in Asda for a limited window between 23 September and 3 November, while the Chocolate Bundt will be sold in Co-op stores from November.

“I am delighted to share my Bundt cakes with you. Perfect for sharing at a special occasion with loved ones, or for your very own afternoon tea. My cake range allows everyone to enjoy one of life’s greatest pleasures, no matter what your baking skills are,”​ said Mary Berry.

Exceed high expectations

Thomas McInally, brand manager at Finsbury Food Group, added, “After investing time and resource into creating these new and innovative products, we are confident that our much-loved Mary Berry cake range will continue to not only meet but exceed the high expectations of consumers and customers alike.

“After already experiencing much success through our previous collaborations, and with the strength of the Mary Berry brand, we are certain that the new Bundt cakes will once again showcase the market-leading expertise and the high quality products Finsbury and Mary Berry are known for producing together.”

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