Tug, Snap and Eat

Dubai, UAE, 30th July, 2024: SugarMoo Desserts, Dubai’s favourite sweet spot, has teamed up with Fujifilm’s iconic Instax instant camera brand to unveil their NEW Instax Party Cake. This collaboration is bringing a touch of nostalgia to the UAE. The vibrant treat melds the retro charm of Instax with SugarMoo's signature flavours to deliver a unique spin on the classic white-velvet flavoured celebration cake.

This pastel wonderland, reminiscent of the early 2000s ‘money’ cake, conceals a string of Instax photos within, which can be pulled out from the centre, creating an element of surprise for any occasion. Whether it’s a birthday, anniversary, or any special celebration, the Instax Party Cake is designed to bring joy and create lasting memories with its personalised and interactive design.

With the current generations gravitating towards film and instant cameras to capture tangible memories, this collaboration taps into the resurgence of instant photography and Instax's popularity among younger generations. The SugarMoo Instax Party Cake offers a personalised touch, allowing customers to surprise loved ones with cherished moments on film hidden within the confection. The cake's lively design, with its pastel palette and interactive elements, evokes the playful aesthetics reminiscent of the early 2000s. 

“We are thrilled to partner with Instax for this unique concept,” said SugarMoo Desserts CEO, Alan Honein. “The Instax Party Cake is more than just a dessert; it's an experience that brings people together and celebrates the joy of sharing memories. We had fun being creative and collaborating with Instax during the testing phase, and we're delighted to see this idea come to life, offering our customers a truly innovative way to commemorate their special moments”

“We are excited to announce our collaboration with SugarMoo Desserts on the launch of the Instax Party Cake,” said Samantha Brett, Regional Marketing Manager at Instax. “The Instax Party Cake is a fantastic fusion of our love for instant photography and SugarMoo’s expertise in creating exceptional desserts. This collaboration has resulted in a unique and memorable experience that enhances celebrations in a fun and innovative way. We can’t wait to see how this creative concept will make our customers’ special moments even more unforgettable and look forward to future collaborations.”

The Instax Party Cake will be available for order starting 30th of July on SugarMoo.com. Customers can customise their cakes with photos of their choice, adding a personal touch that enhances the nostalgic experience.