Aldi Launches UK’s First Gender Reveal Cuthbert Cakes

Aldi has launched the UK's first gender reveal caterpillar cake, transforming its popular Cuthbert Cake into a limited-edition product featuring either pink or blue buttercream filling to reveal a baby's gender. This launch coincides with September being the most popular birth month and comes as gender reveal parties gain popularity among millennials and Gen Z, with research showing cake is the preferred reveal method for many. The cake competition runs from September 2 to 14, allowing expectant parents to win the cake for free by submitting an email explaining why they should receive it. Aldi's Chief Commercial Officer, Julie Ashfield, emphasized the special nature of gender reveal moments and the fun this cake adds to the celebration, while highlighting the typical costs involved in hosting such events. The Cuthbert Cake, first introduced in 2019, remains a beloved British treat, and this new version aims to offer a more affordable and enjoyable way to mark the occasion. The promotion reflects Aldi's recognition of the gender reveal trend and their effort to innovate within their product range.