As the Queen approaches her Platinum Jubilee, commemorating 70 years as the UK's head of state, a number of food & drink brands and retailers have leapt at the chance to launch limited edition products to celebrate the big day.  

Ian Downes, Director at Start Licensing Ltd, commented on the trend, saying: "The Platinum Jubilee is a national event and one that seems to be set to touch most of the country in some way.  

“Food and drink brands have recognised this and have embraced it with a range of very creative brand activations. In a fast-moving market, brands have recognised that they can stand out by showing some individuality and creativity. This also moves them away from price-based promotions and creates new ways to engage with consumers. 

“The Platinum Jubilee may well be a model that encourages brands to develop other special and limited editions in the future. One way of doing this is to work with other brands with licensing collaborations embracing elements like taste, flavour and ingredients.” 

Here are just some of the products (including a few tongue-in-cheek ones!) that have come to market to celebrate the Queen's big day.  

Fortnum & Mason's Platinum Jubilee Range 

Fortnum & Mason' limited-edition collection takes inspiration from the passions and pursuits that have defined the Her Majesty The Queen's historic 70-year reign. From commemorative teas and toast-worthy bottles to keepsake homeware, delectable preserves to party-ready hampers – celebrate the upcoming Bank Holiday Weekend with a little something from Fortnum's.          

Tim's Dairy and Wilkin & Sons' Strawberry Royale 

Yoghurt brand Tims Dairy has collaborated with Wilkin & Sons, owner of Tiptree jam to create a new limited-edition Strawberry Royale Greek-style yoghurt. 

“This is a special moment for the entire country and commonwealth, and to help us all celebrate in true style this spring and summer we have got together with Tiptree, whose products and business heritage and ethos we have long admired, to create a superb new indulgent Greek style yogurt,” Managing Director Chris Timotheou commented. “It has been such a pleasure working with a like-minded food producer with such enthusiasm who shares our values of great taste and quality without compromise.” 

Fudge Kitchen's Queen's Jubilee Slab Fudge

Fudge Kitchen have re-created the Queens favourite tea-time treat and made it into a fudge in homage of the Platinum Jubilee. Made from rich chocolatey fudge using Colombian Fine Flavour Cacao and crushed Kerry's Bake House biscuits, the Queen's Jubilee Slab Fudge is sustainable and gluten-free, and has been created to mark 70 years of service to the people of the United Kingdom. 

Hawkshead Relish's Cherries Jubilee Jam

Longstanding Speciality & Fine Food Fair exhibitor Hawkshead Relish who create award-winning preserves using superb and exciting flavours have launched a limited edition Cherries Jubilee Jam. Luxuriously fruity and rich in flavour, the jam also includes Kirsch Liqueur to amplify the taste. You can enjoy it on toast, or honour the traditional recipe and dollop it onto creamy vanilla ice cream. 

Forman and Field's Elizabeth Sponge Cake

To mark the momentous occasion, pastry chefs at the gourmet food delivery company Forman & Field have launched The Elizabeth Sponge. Each element has been carefully considered including seven layers of genoise sponge to represent the decades of Her Majesty's reign, a lemon posset buttercream filling - a nod to her favourite pudding - with a touch of homemade English raspberry jam, and finished with a Dubonnet glaze (her favourite tipple) and lemon-water frosting. 

Lance, Forman, owner of Foman & Field says:

“The Platinum Jubilee is such a unique and extraordinary moment in our history, we wanted to create something special which we know Her Majesty would enjoy and which would also have the enduring simplicity of the Victoria Sponge, a cake enjoyed by the Queen's grandmother and served at her traditional afternoon teas.

“Available exclusively from Forman & Field, we look forward to seeing the Elizabeth Sponge appearing at street parties and celebrations across the nation as the Platinum Jubilee approaches. This cake takes the Victoria sponge to a whole new level. In fact, seven levels of heaven.”

Morrisons' Corgi Cake 

A royal take on the classic "caterpillar celebration cake” format, the chocolate covered corgi cake is a Swiss roll decorated with red, blue and white sprinkles with an edible corgi face and Union Jack crown.  

Rachel Fish, Cake Creator at Morrisons, was quoted by Delish as saying: "We've created this special cake to pay tribute to the Queen, as the country celebrates her Platinum Jubilee this summer. We had great fun coming up with names for the cake but think Clarence, as chosen by our customers, is a fitting tribute." 

Morrisons also made headlines in late April as the company announced the renaming of the Victoria Sponge to the Elizabeth Sponge, in celebration of the upcoming anniversary.  

Charbonnel et Walker Jubilee Gift Boxes

As one of Britain's earliest chocolatiers and having being awarded the Royal Warrant to Her Majesty the Queen in 1970, Charbonnel et Walker have launched a range of specially created Jubilee gift boxes with the official Platinum Jubilee emblem. With Special Gift Sets, Champagne, Hampers and more. Let's raise a glass and celebrate!

Waitrose

The retailer has announced an exclusive partnership with premium champagne brand Moët & Chandon for the limited edition Rosé Impérial Champagne.  

Pierpaolo Petrassi, Head of Drinks at Waitrose was quoted in The Drinks Business, saying: “We're delighted to be offering our customers these two wonderful products to enjoy with friends and family over the Jubilee weekend and the upcoming summer months. 

“The Buckingham Palace Gin is delicious when served with lots of ice, tonic water, a slice of lemon and a sprig of your favourite fresh herb, and who can say no to a perfectly chilled glass of Champagne on a summer's day?! Both will make a great addition to any celebrations over the bank holiday.” 

Snowdonia Cheese Celebration Hamper

Snowdonia Cheese have gathered some of their finest cheeses and chutneys, plus some extra goodies from guest producers, into a hamper fit for a queen! A truly opulent feat created to send as a surprise gift or to lay out as a spread at your own family party, the hamper include Truffle Trove, their extra mature Cheddar with Black Summer truffles; Rock Star, their vintage cave-aged Cheddar; and Bouncing Berry, their mature Cheddar with bursts of real cranberries. In addition you can find a jar of sweet and fruity Fig & Apple chutney, a selection of biscuits and a bottle of champagne so you can raise a glass to Her Majesty The Queen's 70 years of service.

The English Whisky Company's English Royal Platinum Jubilee Single Malt 

The English Whisky Company has released a single malt to join its Royal range of whiskies. This range is only bottled to mark births, marriages, coronations and jubilees. Any launch is always rare and sought after. 

Interested in creative partnerships and brand expansions? Why not check out this on-demand session from IFE Manufacturing 2022, featuring Ian Downes of Start Licensing and David Taylor and Jonathan Bowden from Brand of Brothers.