Party Rings Launches First Celebration Cake

Fox’s Burton’s Companies (FBC) has extended its Party Rings brand into the celebration cake category with the launch of the Party Rings Celebration Cake.

Shaped to resemble the iconic iced biscuit, the new cake features Madeira sponge with frosting and colourful icing. Designed for sharing occasions, it serves ten and carries a recommended retail price of GBP14.

The move comes as the UK celebration cake market is forecast to grow by 4.3% over the next 12 months, representing an estimated GBP11m opportunity for retailers. Branded products are gaining traction in the category, with penetration up 5.6% year on year and 71% of shoppers expressing interest in new brand entries.

The launch follows a GBP1.5m marketing campaign to refresh the Party Rings brand, including outdoor, radio and bus advertising. The Party Rings Celebration Cake will be rolled out across major UK retailers this autumn, landing in Tesco on 1 September, ASDA on 22 September and Sainsbury’s on 8 October.

FBC said the product aims to deliver incremental sales for retailers while broadening Party Rings’ appeal to shoppers seeking fun, affordable options for birthdays and family gatherings.