Bakery launches baked bean-flavoured cupcakes

By James Ridler contact

- Last updated on GMT

Five novel flavoured cakes based on Heinz products are set to appear at The Hummingbird Bakery
Five novel flavoured cakes based on Heinz products are set to appear at The Hummingbird Bakery

Related tags: Bakery

London-based The Hummingbird Bakery has partnered with Heinz to launch a limited-edition range of cupcakes based on the manufacturer’s products.

The cupcakes, created to celebrate Heinz’s 150-year anniversary and the birth of founder Henry John Heinz, each feature the taste of one of five different Heinz varieties: Heinz Tomato Ketchup, Heinz Beanz, Heinz Salad Cream, Seriously Good Mayonnaise and Heinz Tomato Soup.  

Customers will be able to pick up the cupcakes from The Hummingbird Bakery’s establishments across London from 11-20 October, with each bakery will be giving the first 25 cupcakes away for free on the first day – cupcakes retail from £3.25 thereafter.

150th​ birthday cakes

Commenting on the collaboration, Heinz marketing manager Alexandra Bayet said: “When we approached the talented Hummingbird team with the idea for these amazing 150th birthday cakes, they immediately saw the potential.

“They went away and created these incredible cupcakes – some of which shouldn’t work, but somehow do – and blew us all away. We are super-proud of this limited-edition range of cupcakes to celebrate 150 years of Heinz and our founder Henry J Heinz’s birthday.

Partnering with brands

The Hummingbird Bakery has partnered with a number of major brands since it opened its doors in 2004. The beginning of this month saw the baker collaborate with video streaming provider Netflix to promote its series Stanger Things​.

Tarek Malouf, founder and managing director of The Hummingbird Bakery, added: “As an American bakery in London, we fell in love with the idea of working with an iconic brand like Heinz and our bakers were up for the challenge.

“We also loved the idea of taking these world-famous store cupboard essentials and transforming them into sweet treats. We’re really happy with the results and are excited to see what our customers say.”

Related topics: NPD, Bakery

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