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Fox’s Burton’s Companies (FBC) has unveiled the Party Rings Celebration Cake, marking the brand's first foray into the celebration cake category.

The new product, designed to resemble the iconic Party Rings biscuit, is now available in the UK at Tesco, with launches at Asda and Sainsbury's scheduled for later this month and next.

Party Rings Celebration Cake is crafted from a Madeira sponge and topped with vibrant icing, appealing to consumers looking for fun, shareable options for family gatherings and special occasions.

Priced at £14 and designed to serve ten, this cake aims to capitalise on the burgeoning celebration cake market, which is currently valued at £11 million and growing at a rate of 4.3% year-on-year.

David Hebson, trade marketing director at FBC, said: “This launch is a natural extension of that, delivering what shoppers want while giving retailers a genuine point of difference in their fixtures”.

The introduction of the Party Rings Cake is expected to not only drive incremental sales but also attract new customers to the celebration cake segment, which has seen a 5.6% increase in brand penetration.

Consumer testing has indicated strong market potential, with feedback from frequent celebration cake buyers expressing enthusiasm for the product's playful design and nostalgia. As one participant noted: “A cake made to look like a Party Ring biscuit is exactly as I imagined it. It looks quite fun; it’s different”.

With the Party Rings Celebration Cake, FBC is poised to leverage its strong brand equity and meet the evolving preferences of consumers seeking fun, affordable celebration options.

The cake's rollout across major retailers will further enhance the visibility of the Party Rings brand, reinforcing its position within the competitive landscape of the UK confectionery market.