Fox’s Burton’s Companies (FBC) is bringing the party to the cake aisle this year, extending the much-loved Party Rings brand with the launch of the Party Rings Celebration Cake.
Made from a light Madeira sponge, topped with colourful icing and filled with deliciously sweet frosting, the Party Rings Cake is designed to look just like the iconic ring-shaped iced biscuit with hole in the middle, appealing to both family sharing and get together moments. With 10 servings and an RSP of £14, it offers a fun, shareable option for birthdays, family gatherings, and other special occasions and celebrations.
The move taps into a £11million growth opportunity for retailers as the celebration cake sector is expected to grow by 4.3% in the next 12 months1, indicating both resilience and headroom for growth. There is also an increasing demand for branded celebration offerings, as penetration increased by 5.6% YoY, with 71% shopper demand for new brands to enter the sector.2
Consumer testing has confirmed strong appeal, with one frequent celebration cake buyer saying in testing: “A cake made to look like a Party Ring biscuit is exactly as I imagined it. It looks quite fun, it’s different.”3
David Hebson, Trade Marketing Director at FBC, said: “The Party Rings brand has always stood for colour, fun and bringing people together. 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, all while supporting the brand’s refreshed identity, which has launched across retailers in 2025.”
The launch follows Party Rings brand restage, with a £1.5million campaign across OOH, radio and bus wraps throughout the summer.
Landing in Tesco on 1 September, ASDA on 22 September, and Sainsbury’s on 8 October, the launch builds on Party Rings’ strong brand equity while meeting growing consumer demand for fun, affordable celebration options.
1. Nielsen Discover (EPOS – Total Market Coverage) and Homescan Panel, 52 w/e 09.08.2025
2. VYPR Survey, July 2025
3. Male, Parent, Frequent Celebration Cake Buyer © Ipsos | 24-085207-01 Ambient Cake U&A Report.
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