Party Rings has added a celebration cake inspired by the shape of its ring-shaped iced biscuit.
Called Party Rings Celebration Cake, it offered “a fun, shareable option for birthdays, family gatherings, and other special occasions and celebrations,” said Party Rings.
It was made from a “light” madeira sponge “topped with colourful icing and filled with deliciously sweet frosting”, the brand added.
The NPD has rolled into Tesco, and will land in Asda later this month, and Sainsbury’s on 8 October (rsp: £14/10 servings).
“The Party Rings brand has always stood for colour, fun and bringing people together,” said David Hebson, trade marketing director at Party Rings owner Fox’s Burton’s Companies (FBC). “This launch is a natural extension of that, delivering what shoppers want while giving retailers a genuine point of difference in their fixtures.
“We’re confident the Party Rings cake will not only drive incremental sales but also introduce new shoppers to the celebration cake category.”
It comes after FBC rolled out a new look for Party Rings earlier this year, backed by a £1.5m spend.
In April, Party Rings introduced its first new biscuit shape in its 42-year history.
Called Under the Sea Minis, the NPD comprised iced shortcake biscuits in “fun, fish shapes”.
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