Brace yourselves: Aldi has just unveiled a brand-new version of its most iconic cake - and this time, it’s not just about chocolate.
The supermarket is launching a limited-edition Gender Reveal Cuthbert Cake designed to give expectant parents a sweet (and Instagrammable) way to share their big news.
Like with any other edible gender reveal, the aim of the game is to cut into the cake where you’ll find either pink or blue buttercream icing, revealing the gender of your baby in the most delicious way possible.
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According to Aldi, the launch is perfectly timed, as September is the month when the most babies are born in the UK. And what better excuse to give their much-loved caterpillar cake a party-ready makeover?
Decorated with a mix of pink and blue chocolate beans, the cake will be completely free, but you can’t just stroll into your local Aldi and buy one.
The Gender Reveal Cuthbert is available only through a competition, opening on 2nd September.
To be in with a chance, shoppers need to email [email protected] with their details, the gender of their baby, and why they (or a loved one) should be chosen. The competition runs until 14th September, and winners will find out by 28th September if they’ve been successful. Full terms and conditions are available on Aldi’s dedicated landing page.
It’s no secret that gender reveal parties have become big business in recent years. Aldi’s own research shows that 58% of millennials in the UK have celebrated a gender reveal moment, while almost half of Gen Z (48%) say they’ve been to at least three reveal parties in the last five years. And when it comes to how parents-to-be like to share their news, cake is the runaway favourite. Those aged 18–24 are twice as likely to choose cake over balloons, confetti or fireworks. Clearly, Cuthbert is on trend.
But there’s also the cost factor. Aldi’s research revealed that almost half (42%) of Brits believe a gender reveal party typically sets hosts back anywhere from £100 to £500. And some parents-to-be are willing to spend even more, with reports of cakes alone costing upwards of £150. Aldi’s Cuthbert, by contrast, comes without the price tag - if you’re lucky enough to win one.
The cake’s cultural pull is no joke either. Following a decline in traditional baby names, Aldi found that 5% of Brits would even consider naming their child Cuthbert. Whether that’s a step too far or just the next logical evolution of the caterpillar craze is up for debate, but it shows the kind of affection people have for this now-iconic supermarket character.
Julie Ashfield, Chief Commercial Officer at Aldi UK, said: “We know how special gender reveal moments can be for expectant parents, so we wanted to offer something fun for shoppers to help mark the occasion. And what better way to do it than by transforming our popular Cuthbert Cake?”
First launched in 2019, Cuthbert has become a cult supermarket treat. In fact, shoppers crowned him their favourite Aldi product in a nationwide survey last year. And with the Gender Reveal edition about to land, he’s clearly not done making headlines.
So whether you’re planning a party or just love the idea of a caterpillar cake with a surprise centre, this might be the sweetest reveal of the year.
Topics: Aldi
Lara Owen