Finsbury Food Group and Nadiya Hussain launch new branded cake range in Tesco

Finsbury Food Group unveils the first products in its brand-new partnership with Great British Bake Off winner, author, and TV personality, Nadiya Hussain. The initial range of cakes is now rolling out in over 300 Tesco stores nationwide from 9th June 2025-  bringing Nadiya’s vibrant personality and flavour-first philosophy to supermarket shelves for the first time.

The launch features five delicious bakes inspired by Nadiya’s love of hosting, celebration, and family: the Aromatic Spiced Banana Caramel Loaf, Spiced Cherry Bakewell Loaf, Funfetti Slice, Bazillionaire Slice, and a showstopping Rainbow Celebration Cake. Each cake has been developed with a focus on bold flavour combinations and a sense of fun, designed to elevate everyday moments and special occasions alike.

These products mark the first release in what will be an exciting and growing pipeline of cakes under the Nadiya brand. True to Nadiya’s roots and culinary creativity, the range reflects her passion for bringing people together through food, whether it’s a fuss-free slice shared over tea or a centrepiece cake that lights up the table.

Ian Downes, Director, Start Licensing from Nadiya’s team commented: “This range is a true extension of who Nadiya is – vibrant, generous, and unafraid to have fun with flavours. From the very start, it’s been about creating bakes that feel accessible and joyful. We’re thrilled to see these products launch and can’t wait for what’s still to come.”

Donna O’Neill, Senior Brand Manager at Finsbury Food Group, said:
“We’re thrilled to be launching this new partnership with Nadiya Hussain, someone who shares our love of cake, flavour and bringing people together. This range is full of joy and warmth, just like Nadiya herself, and we can’t wait to see how it connects with consumers.”

This partnership brings together Finsbury’s strength in licensed cake innovation with Nadiya’s trusted household name and personal connection to home baking. With more flavour-packed creations on the horizon, this is just the beginning of a partnership that puts personality and passion at the heart of every slice.