Fox’s Burton’s Companies (FBC) is extending its Party Rings brand with the launch of the Party Rings Celebration Cake.
Made from a Madeira sponge, topped with colourful icing and filled with sweet frosting, the Party Rings Cake is designed to look just like the iconic ring-shaped iced biscuit with a hole in the middle. With 10 servings and an RSP of £14, it offers a shareable option for birthdays, family gatherings, and other special occasions.
The brand noted that the move taps into a £11m growth opportunity for retailers as the celebration cake sector is expected to grow by 4.3% in the next 12 months, 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.
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 Party Rings Celebration Cake is rolling out in Tesco this week, followed by Asda on 22nd September and Sainsbury’s on 8th October.
