Finsbury Food Group has expanded its licensed celebration cake portfolio with the launch of its first-ever Hello Kitty-themed celebration cake, developed in partnership with Sanrio and available exclusively in Tesco stores nationwide.

The new product, marks the first time the UK bakery manufacturer has incorporated pink vanilla sponge into one of its licensed character cakes, reflecting growing consumer demand for visually distinctive celebration products.

Designed to appeal to both children and nostalgic adult fans of the globally recognised character, the cake features pink-coloured vanilla sponge layered with jam and a smooth white filling. It is finished with piped frosting, colourful sprinkles and a Hello Kitty design, serving up to 16 people in a 0.89kg format.

The launch forms part of Finsbury's strategy to strengthen its position in the licensed celebration cake category, which continues to perform strongly across UK retail. The company believes Hello Kitty's broad cross-generational appeal presents a significant opportunity to attract shoppers seeking themed products for birthdays, family gatherings and other special occasions.

Andrew Scott, brand manager at Finsbury Food Group, said "We're always looking for ways to bring more creativity into the celebration cake category, and this launch felt like the perfect match. Hello Kitty is an iconic character, so we wanted to create a cake that was just as memorable as the brand itself. With its vibrant pink sponge, the cake is designed to stand out on shelf and add a little extra joy to celebrations. We're confident it'll be a big hit with Hello Kitty fans of all ages."

The product adds another high-profile licensed brand to Finsbury Food Group's portfolio as retailers continue to invest in character-led bakery products that deliver standout shelf appeal and drive impulse purchases. The partnership with Sanrio also reflects the continued popularity of heritage entertainment brands within the UK grocery sector.

Finsbury Food Group supplies bread, cakes, morning goods and bakery snacks to major retailers, foodservice operators and export markets across the UK and Europe.