Finsbury Food Group, one of the UK’s leading speciality bakery manufacturers, has acquired a majority stake in Lola’s Cupcakes (Holdings) Ltd (“Lola’s”), the premium cupcake and celebration cake business, marking Finsbury’s entry into the direct-to-consumer market.
Lola’s combines a strong e-commerce platform, which accounts for around half of sales, with a network of 45 kiosks and collection lockers in high-footfall locations including major London transport hubs. The business generates annual revenues of £25 million and employs around 400 people, operating from its Park Royal facility in London. It will continue to be led by Managing Director Asher Budwig, while benefitting from Finsbury’s manufacturing expertise, scale and commercial reach.
Finsbury Food Group supplies a range of bread, cake and morning goods products to multiple retailers, foodservice and export customers across the UK and Europe. This acquisition is part of the business’s long-term growth strategy, which includes targeted investments in innovative, high-growth segments of the bakery market. This deal is another strategic acquisition by Finsbury, following Lees Foods Ltd in 2023, underscoring its ambitious intent to further diversity offerings and scale the business.
By adding direct to consumer capability to its portfolio, Finsbury broadens its routes to market, strengthens its position in the UK celebration cake and cupcake sector and creates new opportunities for innovation and collaboration.
John Duffy, chief executive of Finsbury Food Group, said: “Today marks an exciting milestone in the trajectory of Finsbury Food Group as we welcome Lola’s into the family. It represents another step forward in Finsbury’s acquisition journey as a buy-and-build business, allowing us to enter the direct-to-consumer market for the first time. Lola’s is an entrepreneurial and much-loved UK brand with a strong digital presence, and together, we see significant potential for growth and innovation across both Finsbury and Lola’s.”
Asher Budwig, managing director of Lola’s, said: “I’m thrilled to be working with the Finsbury team on the next chapter of Lola’s story. I’ve had the chance to get to know how the Group operates, and I’ve witnessed its strength, breadth and capabilities first-hand. With Finsbury’s expertise in manufacturing, and the broader support of the Group, I’m confident we can take Lola’s to exciting new heights by building on what we’ve already achieved and exploring new opportunities together.”
Finsbury moved from public to private ownership in 2023 when Isle of Man-based asset manager DBAY Advisors acquired the business.
