Finsbury grows Gordon’s portfolio with launch of new gin flavour cupcakes

The UK’s leading specialist baker Finsbury Food Group continues to grow its longstanding partnership with global drinks giant Diageo, after announcing a second collaboration with the best-selling gin brand Gordon’s.

Following on from last summer’s successful launch of one of the brand’s signature distilled gins in cake form, Gordon’s Premium Pink Cake (available in ASDA RRP £12), Finsbury Food Group have added Gordon’s gin inspired cupcakes to its growing portfolio with the drinks brand. 

Available online and in-store at Tesco from 25th April, the Divine Duo Cupcakes – Inspired by Gordon’s ™– are topped with gin flavour frosting and finished with edible decorations. With an RRP of £4, each pack contains three pink vanilla flavour sponges topped with gin flavour frosting and dried raspberry pieces, and three vanilla sponges topped with gin flavour frosting and lemon sugar sprinkles.

Within the celebration cake category, cupcakes are in 34 per cent growth, driving over a quarter of the total growth of the category.

Emma Hamilton, brand manager at Finsbury Food Group, comments: “After seeing consumers flock to purchase the Gordon’s Premium Pink Cake last summer, we knew that there was further appetite to combine Diageo’s much-loved portfolio of drink brands with our expertise and bring to market innovative products in new formats. By launching the Divine Duo Cupcakes, we are confident that we can replicate the success of our previous collaboration. Not just appealing to gin lovers, each cupcake comprises delicious flavour combinations to make this treat suitable for all to enjoy.

“With the strength of the Gordon’s brand and the exceptional products that Finsbury is known for, we can’t wait to see how consumers react to the newest edition in our range, when the cupcakes land in Tesco this spring.”

Declan Hassett, senior licensing manager at Diageo, added: “After the triumph of last summer’s Premium Pink cake, Diageo have continued to work with our partners at Finsbury to once again bring something new and exciting to the supermarket aisles. We are excited to see the enjoyment our new cupcakes bring to consumers this Spring!”