Slice of the Xmas action for Blackburn baker

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BBF, the cake and dessert manufacturer with a Blackburn bakery, has launched a range of Elf on the Shelf mini gift cakes across 300 Asda stores this week.

The cakes are expected to be a huge hit amongst 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 launch in Asda is through BBF’s collaboration with Rocket Licensing and The Lumistella Company.

Jonathan Lill, BBF chief executive, said: “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.

“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.”

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.”

Since launching in 2005, 14.5 million+ Scout Elves have been adopted around the world. The Scout Elves have now become part of a timeless Christmas tradition that tells the story of how they help Santa craft his nice list.

Charlie Donaldson, Rocket Licensing joint managing director, said: “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.”

BBF develops and manufactures an extensive range of high-quality ambient cake products across several different categories including celebration cakes, fruit pies and tarts, chocolate enrobed cakes, Christmas cakes and mince pies.

The baker produces more than 600 million cakes/desserts annually.

Jonathan Lill added: “This is the first time The Elf on the Shelf will appear on a cake of this nature and is part of our continued drive to deliver new, exciting and innovative products to UK consumers”