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Finsbury Food Group has launched a new own-brand cake concept, Little Big Cake, introducing what it claims is the 'UK’s first cake-only bento box' to reach supermarket shelves.

The new format has debuted exclusively at Tesco, where it will be available for 12 weeks from 19 January. The launch marks Finsbury’s entry into the fast-growing bento cake trend, which has gained traction through independent bakeries and online gifting but has remained largely absent from mainstream grocery stores.

The initial SKU, Paint the Town Red Velvet, combines a large red velvet cake with four mini cupcakes in a single, gift-ready box. The main cake features red velvet sponge layered with raspberry jam and topped with cream cheese frosting and funfetti sprinkles, while the cupcakes are finished with cream cheese frosting and a drizzle of jam. The product weighs 740g, serves up to eight people, and retails at £14.

Finsbury said the concept is aimed at millennial and Gen Z shoppers seeking shareable, visually appealing desserts suitable for smaller celebrations and informal occasions. The packaging includes a built-in gift tag, positioning the product as an alternative to traditional gifting options such as flowers, chocolate or wine.

Bento-style cakes are typically made to order and sold at a premium price point. Finsbury identified an opportunity to bring the format into supermarkets in a more accessible, impulse-friendly format that can be purchased as part of the weekly shop.

The launch also represents a new brand platform for the bakery manufacturer, enabling faster innovation and seasonal flavour development across the cake category.

“This launch reinforces Finsbury’s ambition to lead in bakery innovation,” said Ross Lowrey-Heywood, development innovation manager at Finsbury Food Group. “We want to be first to market, bring new ideas to shelves and excite shoppers with products that reflect changing tastes and lifestyles.”

“Little Big Cake is all about spreading joy,” Kimberley Curtis, brand manager at Finsbury Food Group said. “It’s been created with shareability, indulgence and spontaneous celebration in mind, and Paint the Town Red Velvet is just the beginning.”

Finsbury Food Group supplies bread, cakes, morning goods, and bakery snacks to major retailers, foodservice operators, and export markets across the UK and Europe.