The winner of the 2015 edition of Great British Bake Off, who is also an author and TV personality, has partnered with the food firm on the release of a range of different products, with the first tranche of cakes rolling out in more than 300 Tesco stores in the UK from 9 June.
The launch features five bakes inspired by Hussain’s love of hosting, celebration and family. They include an Aromatic Spiced Banana Caramel Loaf, Spiced Cherry Bakewell Loaf, Funfetti Slice, Bazillionaire Slice and a Rainbow Celebration Cake.
This is just the first release as part of a growing pipeline of cakes sold under the Nadiya brand and produced by Finsbury Food Group.
“This range is a true extension of who Nadiya is – vibrant, generous, and unafraid to have fun with flavours,” said the director of Start Licensing Ian Downes, who has worked closely with Hussain on the launch.
“From the very start, it’s been about creating bakes that feel accessible and joyful. We’re thrilled to see these products launch and can’t wait for what’s still to come.”
Donna O’Neill, senior brand manager at Finsbury Food Group, added: “We’re thrilled to be launching this new partnership with Nadiya Hussain, someone who shares our love of cake, flavour and bringing people together. This range is full of joy and warmth, just like Nadiya herself, and we can’t wait to see how it connects with consumers.”
Finsbury Food Group is a speciality bakery manufacturer that supplies bread, cake, morning goods and bakery snack products into multiple retailers and foodservice operators. The firm recently unveiled its brand refresh, a new look aimed at the modernising its look and feel.
“This rebrand is more than a new logo – it’s a reset,” marketing manager at Finsbury Food Group Naomi Hemmings said when the new brand identity was unveiled.
