These cakes hold all the same detail as a bigger cake but on a much smaller scale. Traditionally, they’re packaged in takeout-style boxes with the cake usually topped with some sort of short message.
Finsbury is the first to bring bento cakes to mainstream retail in the UK, with its ‘Paint the Town Red Velvet’ offering, after noticing their popularity in the artisan world.
“They began trending in artisan bakeries across the UK, particularly among younger consumers looking for something playful, bespoke and fun,” Ross Lowrey-Heywood, development innovation manager at Finsbury Food Group told Food Manufacture on the bento cake trend.
“The growth of the format was amplified through TikTok and Instagram, where their compact size, vibrant colours and novelty presentation made them highly shareable.
“Through our ongoing innovation work and social trend monitoring, we could see the bento cake movement gaining momentum in independent bakeries. With no one yet bringing it to mass retail, we knew Finsbury had the capability to bridge that gap.”
Finsbury’s Paint the Town Red Velvet product comprises four mini red velvet cupcakes topped with cream cheese frosting and a drizzle of jam, alongside a bigger version.
A very modern cake
This is said to be the first of many in The Little Big Cake range, and is the manufacturer’s response to the evolving celebration landscape.
“Little Big Cake is a celebration cake in a more modern format. It’s designed to deliver the same wow factor as a traditional cake, just scaled down for smaller gatherings or gifting. This isn’t about variety in the box, it’s about offering one standout, joyful centrepiece,” explained Lowrey-Heywood.
“The experience feels special thanks to the bright, playful branding and the bento-style packaging and cake format, offering consumers something with real shelf impact and shareability. It’s a cake you want to show off before you eat it and it’s easy to portion and take home with you.”
As per usual when a bigger manufacturer is inspired by the work of artisan players, the Finsbury team had to figure out how to scale the process without diluting the product’s original charm.
“Our engineering and operational teams had work to do when it came to bringing two cake formats together on our production lines and uniting two different processes. We trialled finishes and components that could be replicated consistently by machines without losing the cake’s personality.
“We were clear that we wanted Little Big Cake to have a handmade finish, so we trained up staff through the Finsbury training academy to ensure they knew the optimum way to drizzle jam and add the Funfetti sprinkle flourish.”
While the inspiration is similar, Lowrey-Heywood maintains that Little Big Cake differs in several ways.
“Artisan bento cakes tend to be bespoke, made-to-order and often command a premium price point. Little Big Cake, by contrast, is a scalable, retail-ready version that retains the look and feel of a handmade cake but with the accessibility and convenience of supermarket availability and price point,” he said.
“We’ve retained the signature elements of traditional bento cakes from artisanal bakeries: compact size, bold decoration for those social media moments and impactful packaging, but we’ve made them commercially viable for wider distribution and more consistent availability. That makes it a first for supermarket bakery aisles.”
Packaging and flavour
Packaging played a crucial role in the success of this launch – with Finsbury wanting to give it a present-like aesthetic whilst ensuring the delicate cakes were kept safe.
“There was a significant technical requirement around the packaging, ensuring the cake and cupcakes wouldn’t move or get damaged in transit. At the same time, the outer pack needed to align with the joy behind the Little Big Cake brand and stand out on the shelf. We opted for a bright, bold box design that is expressive and playful, encouraging social sharing.
“We wanted the packaging to have a wrapping paper feel to it and adding a printed gift tag on the pack means you can literally present the cake as it is - no gift bag required! We also made sure to include a double window so that when it’s on shelf, shoppers can see the big cake and cupcakes from the aisle.”
Red velvet was chosen as the first in the Little Big Cake range due to its premium, indulgent yet widely familiar feel. Its research also showed it as the third most popular cake flavour.
“We paired this with a tart raspberry jam and tangy cream cheese frosting for ultimate appeal. Funfetti sprinkles helped to ramp up the joyful, celebratory mood of the Little Big Cake brand.
“Looking ahead, we’re developing new flavour variations and plan to rotate them frequently. The format is ideal for seasonal launches or limited editions, allowing us to respond quickly to trends while keeping the range feeling fresh.”
The evolving consumer
But what gives Finsbury the confidence that this is a trend that has staying power?
Lowrey-Heywood said it’s because it aligns with the broader shifts in consumer behaviour, such as the rise of informal celebrations, intimate gatherings and gifting occasions ranging from ‘I love you’ to ‘You’re great’ or ‘Well done’, alongside a desire for products that are both photogenic and indulgent.
“It taps into evolving shopping patterns and has real potential to evolve as a category in its own right,” he added.
As for the future of the cake category, the development innovation manager said its “ripe for innovation” particularly when it comes to formats, flavour profiles and visual design.
He added: “Shoppers are increasingly looking for products that feel personal and fun. That means compact sizes, bold decorations, unique textures and flavours that go beyond the classics.
“We also expect to see more crossovers with social trends, seasonal events and even pop culture. The future of cake is as much about expression and experience as it is about taste, and Finsbury wants to be leading the charge in delivering that.”
