Following its £22 million acquisition of the South Asian sweets manufacturer and retailer in March 2025, Cake Box has set out the next chapter for Ambala.
This includes a brand refresh and the launch of a modern, fully integrated e-commerce platform, as Cake Box looks to extend the brand’s appeal beyond its core South Asian customer base while remaining true to its cultural roots and values.
Commenting, Sukh Chamdal, CEO of Cake Box and Ambala, said: “Ambala has been part of family life for generations. Our investment gives this much-loved brand the platform it deserves – a modern, multi-channel business that stays true to its South Asian heritage while meeting the needs of today’s shopper.
“The new website, refreshed brand identity and expanded product range are the first steps in a long-term growth plan. We see Ambala as a bridge between tradition and modernity – connecting authentic flavours and craftsmanship with the convenience and expectations of contemporary retail.”
Cake Box’s investment includes a new visual identity, refreshed packaging and a rebuilt website that aims to improve national reach and user experience; as well as an update to its retail store formats and cross-category launches.
Recent NPD includes the new mithai-inspired cake range, designed to attract new audiences and deliver incremental sales.
The limited-edition range, available in participating Cake Box stores and online, reimagines mithai (South Asian sweets) such as gulab jamun, pistachio and pink chom chom in cake form.
The £22 million deal comprised £16 million for the Ambala brand and £6 million for Ambala’s 42,000 sq ft production facility in Welwyn Garden City.
The combined Ambala and Cake Box operation creates one of the UK’s largest egg-free and world-dessert retail platforms, with more than 290 stores nationwide and a fast-growing online presence.
