BBF teams with Rocket Licensing and The Lumistella Company for launch of new range.
Ambient cake and dessert manufacturer, BBF has collaborated with Rocket Licensing and The Lumistella Company on the launch of a range of The Elf on the Shelf mini gift cakes.
Launching this week in 300 Asda stores across the UK, the cakes are expected to be a huge hit among families nationwide. Now the UK’s third most popular Christmas tradition ahead of watching holiday movies, 50% of consumers asked regard The Elf on the Shelf as part of an exciting Christmas celebration for their children and 48% say the brand helps create new family traditions.
“The Elf on the Shelf is a globally-renowned brand, so we’re thrilled to be partnering with Rocket Licensing and The Lumistella Company on the much-anticipated new cake to help consumers across the UK celebrate the upcoming festive season,” commented Jonathan Lill, ceo of BBF. “While Christmas will of course be different this year, we look forward to helping families keep exciting traditions like this alive by building on the existing brand.”
Featuring a madeira sponge filled with a frosting, alongside plum and raspberry jam, the cakes are covered with soft icing and finished with an edible plaque.
The mini gift cakes are available in a range of four different designs and include a collar featuring detachable The Elf on the Shelf-inspired stickers.
Jonathan Briggs, bakery category planner at Asda, said: “We are thrilled to be exclusively launching The Elf on the Shelf cakes into our bakery department this festive season. We know our customers will love this product regardless, whether they are on the naughty or nice list this year.”
Charlie Donaldson, joint md at Rocket Licensing, continued: “We are delighted to be partnering with BBF on The Elf on the Shelf this Christmas, as we mark the biggest year for the brand to date.
“It’s a fantastic festive product and we are excited for this new celebration cake to contribute to the creation of special family moments in homes across the UK this Christmas season.”
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