Finsbury Food Group Adds a Splash of Baileys to Cake Collab

U.K. cake manufacturer Finsbury Food Group has partnered with Diageo’s iconic Irish Cream brand Baileys to create a new range of cakes.

License Global, Content Editor

September 4, 2020

1 Min Read
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The new Baileys Marbled Celebration Cake has arrived in Morrison's, Sainsbury’s, Asda and Tesco in time for fall, building on Finsbury Food Group’s successful range of Baileys and Guinness collabs. 

“As our Baileys range continues to do so well, demonstrated by the retailers’ response, we’re keen to continue working hard, creating delicious cutting-edge cakes that deliver something different to the cake fixture,” says Jack Cook-Broussine, brand manager, Finsbury Food Group. “As the autumn months approach, we want to give consumers a product that echoes current trends in the baking industry, at ease. Think, sat by the fire on a drizzly day with a piping hot cup of tea and slice of Baileys Marbled Cake. We see huge opportunities to build on the momentum of the range and continue to add more exciting SKUs in the future.” 

“We continue to work with Finsbury developing the ongoing success of the range,” says Declan Hassett, senior licensing manager, Diageo. “The marble effect is something we’ve wanted to put our Baileys stamp on for a while, we’ve been working hard to stay ahead of the curve and achieve the most beautiful design that still has that delicious, mouth-watering, signature Baileys taste, well loved by many. We have already enjoyed great success with Finsbury, and our range of Baileys-infused cakes, and we have no doubt this is going to be one to be enjoyed throughout the rest of the year and beyond!” 

Diageo and Finsbury Food Group has been working closely together since 2018, bringing numerous brand-inspired and licensed cakes to the market for all seasons. New ranges are set to join to the collaboration’s ongoing strategy in 2021. 

About the Author

License Global

Content Editor, License Global

License Global is the leading news source for the brand licensing industry, delivering award-winning editorial content including news, trends, analysis, and special reports about the global consumer product and retail marketplace.

Through its print edition, website, daily e-newsletter and event publications, License Global reaches more than 150,000 executives and professionals in all major markets. The magazine also serves as the official publication for the sector’s trade events, which include Licensing Expo, Brand Licensing Europe, France Licensing Day, Licensing for Retail, Licensing Expo Japan, Licensing Expo Shanghai and the Licensing Leadership Summit.

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