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UK bakery manufacturer Finsbury Food Group has unveiled the first product in a new partnership with British sweet brand, Swizzels: the Squashies Drumstick Celebration Cake.

Blending the raspberry and milk flavour of the Drumstick Squashies with the fun of home celebration cakes, the new offering taps into the nostalgia trend in F&B. Designed as a cake-and-sweets hybrid, each box includes a full-size celebration cake and a mini bag of Squashies sweets to let consumers decorate the cake themselves at home, making it perfect for special occasions.

Combining a soft sponge base with frosting that is flavour-matched to the original Drumstick Squashies, the cake gives fans of the sweet an 'instantly recognisable taste experience' in a whole new format, Finsbury said in a press release.

According to the two companies, this launch marks the first in a longer pipeline of planned products set to be launched through the partnership. Squashies are one of Swizzels' most popular confectionery brands, valued at £53 million with 12% growth in 2023, and enjoys appeal across all age groups.

The partnership between the companies combines Finsbury’s history of producing licensed celebration cakes for some of the UK’s most recognisable brands with Swizzels’ flavour recognition and nostalgic appeal.

The new cake is launching in Tesco stores across the UK this month.