2 min read - 20 Aug, 2025
Finsbury Food Group acquires majority stake in Lola’s
Speciality bakery manufacturer Finsbury Food Group has acquired a majority stake in Lola’s Cupcakes, a premium cupcake and celebration cake business, marking Finsbury’s entry into the direct-to-consumer market.
Lola’s generates annual revenues of £25m and employs around 400 people, operating from its Park Royal facility in London. It combines a strong e-commerce platform, which accounts for around half of sales, with a network of 45 kiosks and collection lockers in high-footfall locations, including major London transport hubs.
Lola’s will continue to be led by managing director Asher Budwig, while benefiting from Finsbury’s manufacturing expertise, scale and commercial reach.
Speciality bakery manufacturer Finsbury Food Group has acquired a majority stake in Lola’s Cupcakes, a premium cupcake and celebration cake business / Picture: Getty/iStock
Headquartered in Cardiff, Finsbury Food Group supplies a range of bread, cake and morning goods products to multiple retailers, foodservice and export customers across the UK and Europe. The acquisition is part of the business’s long-term growth strategy, which includes targeted investments in innovative, high-growth segments of the bakery market.
By adding direct-to-consumer capability to its portfolio, Finsbury says the deal will broaden its routes to market, strengthen its position in the UK celebration cake and cupcake sector and create new opportunities for innovation and collaboration.
John Duffy, chief executive of Finsbury Food Group, said: “Today marks an exciting milestone in the trajectory of Finsbury Food Group as we welcome Lola’s into the family. It represents another step forward in Finsbury’s acquisition journey as a buy-and-build business, allowing us to enter the direct-to-consumer market for the first time. Lola’s is an entrepreneurial and much-loved UK brand with a strong digital presence, and together, we see significant potential for growth and innovation across both Finsbury and Lola’s.”
Asher Budwig, managing director of Lola’s, said: “I’m thrilled to be working with the Finsbury team on the next chapter of Lola’s story. I’ve had the chance to get to know how the Group operates, and I’ve witnessed its strength, breadth and capabilities first-hand. With Finsbury’s expertise in manufacturing, and the broader support of the Group, I’m confident we can take Lola’s to exciting new heights by building on what we’ve already achieved and exploring new opportunities together.”
