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Licensees Focus

FINSBURY EXTENDS DIAGEO RANGE

19 May - 2020

Finsbury extends Diageo range with Baileys Strawberries and Cream celebration cake

 

Finsbury and Diageo are extending their successful relationship, brokered by Beanstalk, by adding a Baileys Strawberries and Cream celebration cake to the range of treats already in market. The celebration cake follows biscuits and Easter eggs of the same flavour, as a new product for the summer months.

After beginning the relationship in 2018, Finsbury Food Group has been working closely with Diageo through its Baileys and Guinness brands to introduce the first range of adults-only cakes to supermarket shelves. Successfully launching the Baileys Freakshake Cake, Baileys Chocolate Yule Log and Bailey’s Salted Caramel Cupcakes, Finsbury has now created a summer-focused treat that utilises the flavourings of Baileys successful limited-edition Strawberries and Cream liqueur drink.

The cake, created and produced by Finsbury Food Group, is on sale from May and brings together strawberry flavoured sponge cake with Baileys Strawberries and Cream flavour frosting, finished with real, dried strawberry pieces.

Baileys launched its Limited-Edition Strawberries and Cream liqueur drink in 2018. Its classic combination of fresh strawberry and its well-loved Irish cream made it so popular that it became one of the best-selling drinks of Summer 2018.

Jack Cook-Broussine, Brand Manager for Finsbury Food Group, said: “Our Baileys range goes from strength to strength as we’ve worked hard to create delicious yet innovative cakes that deliver something different to the cake fixture. This is the first summer-focused product for us for the Baileys range and we already see huge opportunities for us to continue to innovate around the Baileys range and add some exciting, additional SKUs.”

Declan Hassett, Senior Licensing Manager at Diageo, said: “We have quickly seen that fresh strawberry flavourings mixed with our well-loved creamy liqueur are a firm favourite in the summer months. We want to ensure that we’re giving the many Baileys lovers the chance to enjoy this delicious flavour combination. We have already enjoyed great success with Finsbury and our range of Baileys-infused cakes and have no doubt this is going to be one to be enjoyed throughout the summer!

The full range of Baileys cakes includes: Baileys Hot Chocolate Freakshake Cake, Baileys Chocolate Yule Log and Baileys Salted Caramel Cupcakes. New additions to the range are planned for later this year.


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