Subscribe and receive the latest news from the industry Article
Join 62,000+ members. Yes, it's completely free.
April 27, 2022
U.K. specialist baker, Finsbury Food Group, continues to grow its long-standing partnership with global drinks giant, Diageo, after announcing a second collaboration with the gin brand Gordon’s.
Following last summer’s launch of one of the brand’s signature distilled gins in cake form, Gordon’s Premium Pink Cake, Finsbury Food Group have added Gordon’s gin-inspired cupcakes to its growing portfolio with the drinks brand.
“After seeing consumers flock to purchase the Gordon’s Premium Pink Cake last summer, we knew that there was further appetite to combine Diageo’s much-loved portfolio of drink brands with our expertise and bring to market innovative products in new formats,” says Emma Hamilton, brand manager, Finsbury Food Group. “By launching the Divine Duo Cupcakes, we are confident that we can replicate the success of our previous collaboration. Not just appealing to gin lovers, each cupcake comprises delicious flavor combinations to make this treat suitable for all to enjoy. With the strength of the Gordon’s brand and the exceptional products that Finsbury is known for, we can’t wait to see how consumers react to the newest edition in our range, when the cupcakes land in Tesco this spring.”
Available online and in-store at Tesco, the Divine Duo Cupcakes – Inspired by Gordon’s – are topped with gin-flavor frosting and finished with edible decorations. Each pack contains three pink vanilla flavor sponges topped with gin-flavor frosting and dried raspberry pieces and three vanilla sponges topped with gin-flavor frosting and lemon sugar sprinkles.
“After the triumph of last summer’s Premium Pink Cake, Diageo has continued to work with our partners at Finsbury to once again bring something new and exciting to the supermarket aisles,” says Declan Hassett, senior licensing manager, Diageo. “We are excited to see the enjoyment our new cupcakes bring to consumers this spring!”
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, Licensing Expo Japan, Licensing Expo Shanghai and the Licensing Leadership Summit.
Subscribe for updates directly into your inbox.
You May Also Like