Finsbury expands licensed cake portfolio in Tesco
BAKED goods firm Finsbury Food Group has unveiled its first-ever Hello Kitty celebration cake, which has rolled out exclusively to Tesco stores.
Created in partnership with Sanrio, the global lifestyle firm behind the Hello Kitty brand, the celebration cake brings the much-loved character into the UK supermarket cake aisle to take advantage of its massive popularity across the UK.
The new cake features a striking pink coloured vanilla sponge that is layered with jam and a smooth white filling with a piped frosting design on top and covering the cake that has been finished with colourful sprinkles around the side and a Hello Kitty design on top featuring the iconic character.
Finsbury said the cake serves up to 16 people and weighs 890g and is set to turn children’s birthdays, sleepovers or other events into more memorable celebrations.
The launch also marks the first time Finsbury has incorporated a pink vanilla sponge into a character-licensed cake, adding in an extra layer of personality to the product.
Finsbury has said the new cake will also be able to appeal to younger audiences as well as those shoppers seeking out something more nostalgic, providing a range of different occasions and shopping missions where the Hello Kitty celebration cake could fit in.
This also marks the latest launch under a new license for Finsbury following on from its new Scotland football team cupcakes this year and the new Wicked celebration cake which hit shelves at the tail end of 2025.
Andrew Scott, brand manager at Finsbury Food Group, said: “We’re always looks 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.”
