STORY: Finsbury Food Group launches new gin cupcake collaboration

Finsbury Food Group is continuing to grow its longstanding partnership with global drinks manufacturer Diageo, after announcing a second collaboration with its Gordon's gin brand.

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, Finsbury Food Group has added Gordon’s gin-inspired cupcakes to its growing portfolio with the drinks brand. 

Available online and in-store at Tesco from 25 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% growth, driving over a quarter of the total growth of the category.

“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," says Emma Hamilton, brand manager at Finsbury Food Group.

"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.”

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