Party Rings Enters Celebration Cake Category in Major Brand First

Fox’s Burton’s Companies extends Party Rings brand with launch of Party Rings Celebration Cake – a first for the company.
Made from a light Madeira sponge, topped with colourful icing and filled with frosting, the Party Rings Cake is designed to look just like the iconic ring-shaped iced biscuit

September 2025 - Fox’s Burton’s Companies (FBC UK), the company behind iconic British biscuit brands including Party Rings, Fox’s, Jammie Dodgers and Maryland Cookies, is entering the celebration cake category for the first time with the launch of the Party Rings Celebration Cake.

The new cake transforms the nostalgic iced biscuit into a shareable Madeira sponge, decorated in the brand’s signature colours and iconic ring shape.

A new aisle for a heritage brand

The expansion reflects FBC UK’s ambition to expand its sweet treat portfolio by extending popular brands into adjacent categories. With consumer demand for affordable, branded celebration cakes continuing to rise, the new Party Rings Celebration Cake marks a strategic step beyond biscuits for the brand and company.

“The Party Rings brand has always stood for colour, fun and bringing people together. This launch is a natural extension of that, while delivering what consumers want,” said David Hebson, Trade Marketing Director at FBC UK. “This launch is not only a strategic step into an exciting new category for us, as a company, but also demonstrates the level of innovation that goes into our new product development.

Continuing the brand’s evolution

The addition to the range, follows the introduction of the limited-edition Party Rings Under the Sea Minis earlier this year, which for the first time in 42 years, saw the iconic rings re-shaped to look like fish.

FBC UK plans to continue exploring brand-led innovation, as part of its broader growth strategy in the UK’s sweet treat sector.