Asda brings back viral giant Custard Cream Cake plus a first-to-market Jaffa Cake Cheesecake

As part of Asda’s bakery & desserts range refresh, 100 NEW and outstanding products are joining the retailer’s sweet-treat lineup from 1st June. As part of the launch, Asda is bringing back a retro classic favourite – the iconic Giant Custard Cream Cake, last seen on the shelves over 5 years ago.

Following the viral success of its 2019 launch, noticed for its novelty oversized biscuit format online, Asda’s fun, recognisable and indulgent take on a much-loved classic biscuit is officially back, tapping into the current trends of both ‘newstalgia’ and ‘reimagined treats’, according to Asda’s Food Innovation Team.

Available from today, the cake is priced at just £11.00 and serves 16, meaning customers and their families are ‘in for a treat’ for just 69p a slice! Perfect with a cup of tea as an elevated option to the usual classic dunker, the cake tastes just like the biscuit with its custard cream frosting.

Julie Harris Hughes, Product Development Manager of Bakery at Asda says: “What a great way to enjoy a classic biscuit, but in our iconic cake form! This product will bring a nostalgic appeal with a playful twist to Asda customers. It combines layers of soft sponge with rich custard-flavour frosting, wrapped in smooth icing and decorated to resemble the iconic biscuit tin favourite”.

Another exciting addition to Asda’s desserts range is the Jaffa Cake Cheesecake (£4.92) landing as part of Asda’s ‘Summer’ range that spotlights on-trend summer products. Tapping into ‘the rise of the biscuit’ trend, Asda’s Jaffa Cake Cheesecake is a standout first-to-market concept amongst retail competitors and set to be a real hit for shoppers.

Julie Harris Hughes says: “Instead of a traditional biscuit base, we’ve done something different here. The cake features a light, fluffy sponge topped with smooth vanilla-flavour cheesecake and a vibrant orange sauce, finished with a rich orange-flavoured chocolate topping for true Jaffa-inspired indulgence”.

Asda’s Jaffa Cake Cheesecake; a madeira sponge base, layered with a vanilla cheesecake batter, topped with a chocolate & orange flavoured sauce serves 6. Working out at just 82p a slice, Asda’s innovation proves that customers don’t need to break the bank to try on-trend, indulgent desserts this summer.

For chocolate lovers and Matilda movie fanatics alike, additional launches hitting the shelves and set to be popular are the rich and chocolatey ‘Matilda’ movie-inspired cakes, Exclusive to Asda. The launches include two NEW additions, the Bigfoot Fudge Cake which features 12 layers of Belgian chocolate brownie and caramelised white chocolate fudge (£16.00) serves 10, and the Lollipop Chocolate Cake (£16.00), layered with lashings of dark chocolate ganache and comes with a sachet of sprinkles, serving 16 people, working out at £1.00 per slice.

Asda’s NEW desserts & bakery lines are available from 1 June in stores nationwide and online at Asda.com.