Party Rings brand extends into celebration cake market with new launch
The product is now available at Tesco, with rollouts planned at Asda on 22 September and Sainsbury’s on 8 October.
UK – Fox’s Burton’s Companies (FBC) has officially extended its beloved Party Rings brand into the celebration cake category, unveiling the Party Rings Celebration Cake, designed to resemble the iconic iced biscuit.
This marks the brand’s first foray into cakes, tapping into a growing consumer appetite for classic, fun-filled treats that double as centrepieces for birthdays and family gatherings.
Crafted from a light Madeira sponge and topped with colourful icing and sweet frosting, the cake mirrors the signature ring-shaped design of Party Rings biscuits.
Priced at £14 (US$18.94) and designed to serve ten, it’s positioned as an affordable indulgence for special occasions.
The product is now available at Tesco, with rollouts planned at Asda on 22 September and Sainsbury’s on 8 October.
The launch comes at a strategic moment for FBC, as the UK celebration cake market is currently valued at £11 million (US$14.881 million) and is growing at 4.3% year-on-year.
According to recent consumer surveys, 71% of shoppers are eager for new branded entrants in the category, and brand penetration has increased by 5.6% over the past year.
David Hebson, Trade Marketing Director at FBC, described the move as a “natural extension” of the Party Rings ethos.
“This launch is a natural extension of that, delivering what shoppers want while giving retailers a genuine point of difference in their fixtures,” statedHebson.
Consumer testing has revealed strong enthusiasm for the cake’s classic appeal and visual charm.
The launch also aligns with FBC’s broader strategy to modernize its portfolio and deepen engagement with younger audiences.
Alongside the Party Rings cake, the company recently introduced Fox’s Chocolatey, a premium masterbrand uniting its most indulgent products under a cohesive identity.
With the Party Rings Celebration Cake, FBC is not only expanding its footprint in the bakery aisle but also reinforcing its reputation for innovation and brand storytelling.
As shoppers increasingly seek joyful, Instagram-worthy treats, this launch positions Party Rings as a vibrant contender in the evolving world of celebratory indulgence.
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