Following its £22 million acquisition of the South Asian sweets manufacturer and retailer in March 2025, Cake Box is poised to usher in a new era for Ambala.
This initiative encompasses a complete brand refresh and the rollout of a modern, fully integrated e-commerce platform. In doing so, Cake Box aims to broaden Ambala’s market appeal beyond its core South Asian customer base while remaining committed to its cultural roots and values.
Sukh Chamdal, CEO of Cake Box and Ambala, stated: “Ambala has been part of family life for generations. Our investment gives this much-loved brand the platform it deserves – a modern, multi-channel business that stays true to its South Asian heritage while meeting the needs of today’s shopper.”
“The new website, refreshed brand identity, and expanded product range are the first steps in a long-term growth plan. We see Ambala as a bridge between tradition and modernity – connecting authentic flavours and craftsmanship with the convenience and expectations of contemporary retail.”
Cake Box’s investment strategy includes developing a new visual identity, updating packaging, and launching a rebuilt website aimed at enhancing national reach and improving user experience. Additionally, the company plans to update retail store formats and introduce cross-category products.
Recent product developments feature the new mithai-inspired cake range. This initiative is designed to attract new audiences and promote incremental sales.
The limited-edition range, available in participating Cake Box stores and online, reimagines traditional mithai (South Asian sweets) such as gulab jamun, pistachio, and pink chom chom in enticing cake form.
The £22 million deal allocated £16 million for the Ambala brand and £6 million for its 42,000 sq ft production facility in Welwyn Garden City.
The merger of Ambala and Cake Box establishes one of the UK’s largest egg-free and world-dessert retail platforms, boasting over 290 stores nationwide alongside a rapidly expanding online presence.
