Finsbury Food Group expands into direct-to-consumer market by acquiring majority stake in Lola’s Cupcakes
The partnership between Finsbury and Lola’s is set to unlock new opportunities, from product innovation to geographic expansion.
UK – Finsbury Food Group, one of the largest bakery groups in the UK, has strategically acquired a 70% stake in premium dessert brand Lola’s Cupcakes, marking a significant leap into the direct-to-consumer (DTC) space.
The deal, whose financial terms remain undisclosed, positions Finsbury to capitalise on Lola’s strong digital presence and high-footfall retail footprint across London and beyond.
Founded in 2006, Lola’s Cupcakes has grown into a beloved brand known for its handcrafted cupcakes, celebration cakes, and brownies.
The business operates from a central facility in Park Royal, London, and employs around 400 staff.
Its hybrid model, combining 45 kiosks and collection lockers with a robust e-commerce platform, generates annual revenues of approximately £25 million (US$33.77M), with online sales accounting for nearly half.
Finsbury CEO John Duffy described the acquisition as “an exciting milestone” in the company’s buy-and-build strategy.
“Lola’s is an entrepreneurial and much-loved UK brand with a strong digital presence,” said Duffy.
“Together, we see significant potential for growth and innovation across both Finsbury and Lola’s”.
The acquisition aligns with Finsbury’s long-term goal of diversifying its portfolio and expanding into high-growth segments of the bakery market.
Previously focused on supplying bread, cakes, and morning goods to retailers and foodservice clients, Finsbury now gains direct access to consumers through Lola’s established DTC channels.
Lola’s will continue to be led by Managing Director Asher Budwig, who expressed enthusiasm about the partnership.
“With Finsbury’s expertise in manufacturing and the broader support of the group, I’m confident we can take Lola’s to exciting new heights,” said Budwig.
The move follows Finsbury’s acquisition of Lees Foods in 2023 and its transition to private ownership under DBAY Advisors, an Isle of Man-based asset manager.
These strategic shifts underscore Finsbury’s ambition to scale its operations and innovate within the UK’s competitive bakery landscape.
As consumer demand for premium, personalised baked goods continues to rise, the partnership between Finsbury and Lola’s is set to unlock new opportunities, from product innovation to geographic expansion.
With Lola’s maintaining its brand identity and leadership, the deal promises to blend artisanal charm with industrial scale.
Finsbury’s integration of direct-to-consumer capabilities expands its market access, reinforces its leadership in the UK celebration cake and cupcake segment, and unlocks fresh avenues for innovation and strategic partnerships.
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