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BOY OR GIRL? ALDI LAUNCHES LIMITED EDITION GENDER REVEAL CUTHBERT CAKES

2 September, 2025

• Aldi launches limited edition ‘gender reveal’ version of beloved Cuthbert Cake to celebrate most babies being born in September^[1]
• Featuring either blue or pink icing, the special cake will be available via an exclusive shopper competition launching on 2^nd September
• This news comes as gender reveal parties surge in popularity, with two thirds (58%) of millennials choosing to celebrate them, and some expecting to shell out £150+ for the cake alone
• Plus, 5% of Brits revealed they’d considering naming their child Cuthbert
  

To celebrate most babies being born in September, Aldi’s iconic Cuthbert Cake has had a special makeover. Introducing the limited-edition gender reveal Cuthbert Cake.

Designed to offer expectant parents the ultimate way to reveal the gender of their child, Aldi’s latest cake will be launching from 2^nd September via an exclusive shopper competition and will be completely free for those lucky enough to get their hands on it.

Decorated with blue and pink chocolate beans, the exclusive new cake has two versions of filling — pink buttercream icing (for a girl) and blue buttercream icing (for a boy).

This comes as research from Aldi reveals 58% of millennial Brits* have celebrated gender reveal moments, with 48% of Gen Z’ers having attended an average of three gender reveal parties in the last five years.

What’s more, research found cake to be by far the most popular method of revealing a baby’s gender with those aged between 18-24 choosing cake twice as much as any other gender reveal option such as balloons, confetti or fireworks.  And that’s not all — following traditional baby names seeing a decline in popularity[2], 5% of Brits even admitted they would consider naming their child Cuthbert!

As with all parties, hosting a gender reveal celebration is likely to come with a hefty cost attached. In fact, almost half (42%) of those surveyed by Aldi expected the average gender reveal moment to set them back by anything between £100 and £500.  Luckily, Aldi is offering the Gender Reveal Cuthbert Cake for free via an easy-to-win competition.

To be in with a chance of winning, shoppers just need to send an email detailing their full name, why they or a loved one would be the ideal recipient of this cake, address of their closest Aldi store and the gender of their baby to GenderRevealCuthbert@aldi.co.uk. Further competition details along with terms and conditions can be viewed via the dedicated landing page.

It comes as the chocolate treat, which was first stocked by Aldi in 2019, was voted by shoppers as their favourite product in a nationwide survey last year.

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!”

The competition will open from 00:01 on 2^nd September to 11:59pm on 14^th September.

Lucky winners will be notified of their win via email by 28^th September.

-ENDS-

Notes to Editors:

*Consumer research conducted by Mortar Research on behalf of Aldi. Total sample size: 2,027 UK adults. Fieldwork was carried out between 7^th–11^th August 2025. The survey was conducted online and is nationally representative.

[1] Gov Census 2022

[2] Baby Names