UK bakery business Finsbury Food Group has reformulated its Disney celebration cake range to contain 40% less sugar.

The move is in line with the strategy of The Walt Disney Co. to inspire healthier choices for kids and families. The new cake range is available in Lucasfilm Star Wars, Marvel, Avengers, Marvel Spider-Man, Disney Pixar Cars, Disney Princess and Disney Frozen. They are now on the shelves of all major grocery retailers.

Marketing manager Daryl Newlands said: “We have worked extremely hard, using our knowledge in licensed cakes and the expertise of our chefs to successfully reformulate the recipe in line with the guidelines set by Disney. We’ve concentrated on reducing sugar whilst ensuring the cakes look and taste great and make the perfect centrepiece for any celebration.”

Cardiff-based Finsbury said it submitted the cakes to the independent Mumsnet panel, which gave its approval to the chocolate-based range.

Last week, the company confirmed it will close its loss-making Grain D’Or factory in London as it focuses investment “behind profitable product niches to drive long-term market growth and value within speciality bakery”.