In a bid to ‘shake-up’ the celebration cake category, Finsbury Food Group has created what it’s describing as the ‘UK’s first cake-only bento box’, with its ‘Little Big Cake’ offering.
On shelves exclusively at Tesco from today (19 January) for 12 weeks, the Little Big Cake is designed to make trendy bento cake formats more accessible.
Originating in South Korea, bento cakes are essentially mini layered cakes made with the same ingredients as their larger counterparts – i.e. a base, filling, decoration – and usually featuring a short message. Thanks to social media their popularity has spread far and wide across the globe.
With these cakes generally made to order, Finsbury Food said it wanted to create an option where shoppers could pick up a bento cake at their supermarket whilst doing their weekly shop.
The first in the Little Big Cake portfolio - ‘Paint the Town Red Velvet’ - features four mini red velvet cupcakes topped with cream cheese frosting and a drizzle of jam, alongside a bigger version. At 740g, the box retails at £14.
The product is aimed at the ‘Insta’ generation (millennials and gen z) and along with catering to impulse moments, it’s also designed to be an alternative gift idea, with the packaging featuring a tag for personalisation.
Finsbury said the new brand will give it the opportunity to respond more quickly to consumer trends and innovate with flavour profiles across the seasons.
“This launch reinforces Finsbury’s ambition to lead in bakery innovation. We want to be first to market, bring new ideas to shelves and excite shoppers with products that reflect changing tastes and lifestyles,” said Ross Lowrey-Heywood, development innovation manager at Finsbury Food Group.
Kimberley Curtis, brand manager at Finsbury Food Group, added: “Little Big Cake is all about spreading joy, it started with a simple thought: a little cake can make a big moment. We’ve seen a rise in smaller occasion moments among consumers, and we wanted to create a cake that was perfect for this. Whether that’s a well done, a Happy Birthday, a girls’ night in or even a ‘just because’ to brighten an ordinary day.
“It’s versatile, it’s easy to share at a party or in the office, and it’s even easier to take home thanks to the way it’s portioned. Ultimately, Little Big Cake has been created with shareability, indulgence and spontaneous celebration in mind and our Paint the Town Red Velvet Little Big Cake is just the beginning.”
