Finsbury Food Group has unveiled the first official product in its exciting new partnership with iconic British sweet brand, Swizzels – Squashies Drumstick Celebration Cake, Raspberry & Milk Flavour, launching in 438 Tesco stores nationwide from 9th June 2025.
Squashies is the UK’s No.1 sugar confectionery brand, valued at £53 million with 12% growth, and enjoys appeal across all age groups (Source: Circana, Sugar confectionery, total market 52 weeks to 06/08/23).
Blending the much-loved taste of Drumstick Squashies with the fun and joy of home celebration, the product is a unique combination of nostalgia and creativity.
Designed as a cake-and-sweets hybrid, each box includes a full-size celebration cake and a mini bag of Squashies sweets to let consumers decorate the cake themselves at home, making it perfect for birthdays, parties, or just a playful night in.
The launch will be supported by an extensive in-store activation across 350 Tesco stores, including on-shelf barkers to spotlight the product and attract attention in the celebration cake aisle.
Positioned to appeal to a teen and young adult audience, the Squashies cake taps into the demand for sweet, fun, and interactive food experiences.
The product combines a soft sponge base with frosting that is flavour-matched to the original Drumstick Squashies, giving fans of the sweet an instantly recognisable taste experience in a whole new format.
This launch marks the first in a longer pipeline of planned products from the Finsbury x Swizzels partnership, with further innovation on the way.
The partnership also aims to drive home the strength of both brands when it comes to creativity and cultural relevance.
Finsbury’s history of producing licensed celebration cakes for some of the UK’s most recognisable brands combines seamlessly with Swizzels’ strong flavour recognition and nostalgic appeal.
This marks a bold and flavour-packed start for what’s set to be one of Finsbury’s most playful and exciting licensing partnerships to date.
