# Collaboration Candy Brand Cakes Squashies Drumstick Celebration Cake is Arriving at Tesco By Michael Hemsworth | Published 2025-06-16 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/squashies-drumstick-celebration-cake References: [grocerytrader](https://grocerytrader.co.uk/finsbury-food-group-and-swizzels-launch-first-squashies-celebration-cake-into-tesco/) & [finsburyfoods](https://finsburyfoods.co.uk)  The [Finsbury Food Group](https://www.trendhunter.com/trends/sharing-cakes) and [Swizzels](https://www.trendhunter.com/trends/squashies-cheesecake-slices) have announced a new partnership in the form of the Squashies Drumstick Celebration Cake that's expected to be a hit amongst consumers in the UK this season. The baked good is crafted with a Raspberry & Milk flavor that will called to mind the Drumstick [Squashies candies](https://www.trendhunter.com/trends/squashies-swicy) for consumers young and old alike to enjoy. The treat is positioned as a hybrid dessert option that includes a cake and candies to boot thanks to the miniature bag os Squashies that come with each one. The Squashies Drumstick Celebration Cake is meant to tap into Gen Z treat preferences and also leverages the brand recognition of the candy to help catch the attention of shoppers this summer. ## Trend Insights (Trend Hunter) - Score: 4.9/10 - Popularity: 48% | Activity: 57% | Freshness: 43% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Food](https://www.trendhunter.com/food) ## Key Themes ### Key Themes Behind This Trend - **Hybrid Dessert Innovations:** Consumers are increasingly drawn to hybrid desserts that combine traditional pastry forms with popular confectionery, offering a nostalgic yet novel treat experience. - **Nostalgia-driven Confectionery:** Brands are leveraging nostalgic flavors and products to create connections with both older consumers and younger generations who appreciate retro-inspired offerings. - **Grocery-store Co-branding:** Collaborations between established food brands and popular grocery chains are driving excitement and engagement in-store through exclusive, branded offerings. ### Where This Applies - **Confectionery:** The confectionery industry is being revitalized by integrating beloved candy flavors into broader product lines like cakes, creating unique crossover opportunities. - **Bakery and Pastry:** Bakeries are incorporating candy elements into their product offerings, enhancing appeal through the fusion of confectionery flavors and traditional baked goods. - **Retail Grocery:** Grocery retailers are partnering with well-known brands to develop exclusive products, enhancing store appeal and differentiating themselves in a competitive market. ## Related on Trend Hunter - [Creamy Candy Cheesecakes](https://www.trendhunter.com/trends/squashies-cheesecake-slices.md) - [Dual-Flavor Marshmallow Candies](https://www.trendhunter.com/trends/swizzels-squashies.md) - [Limited-Edition Easter Gummies](https://www.trendhunter.com/trends/swizzels-squashies-drumchick.md) - [Creamy Candy Marshmallow Treats](https://www.trendhunter.com/trends/swizzels-marvellous-mallows-drumstick.md) - [Seasonal Foamy Candy Ranges](https://www.trendhunter.com/trends/swizzels-squashies-summer-candies.md) - [Candy-Inspired Biscuit Ranges](https://www.trendhunter.com/trends/swizzels-biscuits.md) - [Collaborative South Asian Desserts](https://www.trendhunter.com/trends/cake-box-and-ambala.md) - [Candy Bar-Themed Cakes](https://www.trendhunter.com/trends/cadbury-cakes.md) - [Squishy Skull-Shaped Candies](https://www.trendhunter.com/trends/swizzels-squashies-squeletons.md)