Finsbury Food Group has launched not one, but two new cakes in partnership with Swizzels this Autumn. Following the success of the original Squashies Celebration Cake which launched earlier this year, a special Strawberry & Cream Squashies Celebration Cake is now available exclusively in Asda, coinciding with Breast Cancer Awareness month, and raising funds for Asda’s Tickled Pink campaign.
This playful and eye-catching layered cake features a plain sponge, strawberry jam, Squashies Strawberry & Cream flavoured filling and is covered in Squashies Strawberry & Cream frosting which has been flavour-matched to the much-loved sweets. It features an edible Squashies plaque as well as a mini bag of Squashies Strawberry & Cream, giving consumers the chance to decorate the cake at home. It serves 16, weighing 872g and RRPs at £14.98.
As part of Asda’s Tickled Pink campaign which supports Breast Cancer Now and CoppaFeel!, Finsbury Food Group will donate 10% of the proceeds from each Squashies Strawberry & Cream Celebration Cake sold until January 2026. Finsbury joins a host of household names taking part in Tickled Pink including Rubicon Sparling Rose Lemonade and Shreddies Raspberry & White Chocolate Cereal. Since launching in 1996, Asda’s Tickled Pink has raised over £90 million for breast cancer charities.
Also launching this autumn is the Love Hearts Gift Cake, a first for the iconic sweet which is steeped in British confectionary heritage. It’s available to purchase in Tesco and Asda now.
The product combines a plain sponge base topped with a vibrant frosting layer that matches the original Love Hearts flavour and texture – fizz and all. It features coloured micro-dots and two edible, decorative plaques that reflect the classic messages and pastel colours that have made Love Hearts a household favourite for over 70 years. With a choice of either ‘For You’ or a Love Heart emoji plaque, it’s the perfect cake to gift to friends or family. It serves four, weighing 196g and RRPs at £6.50.
Arlene MacKechnie, brand manager at Finsbury Food Group, said: “The Squashies Strawberry & Cream Celebration Cake is not only a fantastic centrepiece for any party or get-together, but it is also a way for consumers to support a meaningful cause through Asda’s Tickled Pink campaign. Meanwhile, the Love Hearts Gift Cake taps into a sense of nostalgia and joy thanks to Love Hearts’ enduring appeal and is ideal for birthdays, milestones and everyday gifting.”
The licensing partnership between Finsbury Food Group and Swizzels follows a time of growth for Swizzels, with Squashies the UK’s no.1 sugar confectionery brand, valued at £65 million with 11% annual growth and cross generational appeal. (Source: Circana, Sugar confectionery, total market 52 weeks to 03/08/25.)
Sarah-Louise Heslop, head of marketing at Swizzels, added: “We’ve seen brilliant engagement from consumers across all our licensed formats, and these two new cakes are a great example of how we’re translating much-loved flavours and brand equity into exciting new products. Working with Finsbury continues to be a fantastic way to bring fun, flavour and familiarity to the bakery aisle.”
The partnership between Finsbury and Swizzels builds on the strength of both brands when it comes to innovation, creativity and cultural relevance, with the original Squashies Celebration Cake quickly becoming a top-choice of branded cake for teens and young adults when it landed in Tesco in June this year.
