Finsbury Food Group has partnered with Nadiya Hussain to launch a range of ambient cakes into retail.
The five-strong range includes: Bazillionaire Brookies 176g, Birthday Cake Blondies 198g (both £3.25), Spiced Cherry Bakewell Loaf 368g, Aromatic Spiced Banana Caramel Loaf 376g (both £4.50) and Rainbow Chocolate Celebration Cake 1.1kg (£15).
The cakes, which reflect the Great British Bake Off winner and cookbook author’s preference for “bold flavour combinations”, have rolled into over 300 Tesco stores.
They are the first release in what will be “an exciting and growing pipeline of cakes under the Nadiya brand”, according to Finsbury Food Group.
“We’re thrilled to be launching this new partnership with Nadiya Hussain, someone who shares our love of cake, flavour and bringing people together,” said Donna O’Neill, senior brand manager at Finsbury Food Group.
“This range is full of joy and warmth, just like Nadiya herself, and we can’t wait to see how it connects with consumers.”
It comes after Hussain teamed up with Schwartz in 2023 to launch a range of recipe kits and seasonings into Asda under the Nadiya brand.
The range has since snagged Morrisons and Ocado listings and was extended into curry shots and sauces through an exclusive tie-up with Tesco in September.
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