Thomas Fudge’s, the biscuit brand with over a century of British baking heritage, is proud to announce its sponsorship of the London Gates at the RHS Chelsea Flower Show 2025.
As part of its recent rebrand, which hit shelves in February this year, the brand is stepping into the spotlight with a dandy, photo-worthy floral installation designed to delight visitors and mark a new chapter for the beloved Dorset-born baker.
The sponsorship forms a key part of Thomas Fudge’s relaunch strategy, aimed at raising brand awareness among its core audience of food lovers aged 45+. The RHS Chelsea Flower Show has long been a cultural institution that over-indexes in this demographic, making it the perfect platform to connect with this highly engaged group.
The brand’s display, crafted by floral design house Lavender Green Flowers, is a nod to both curiosity and craftsmanship. Towering columns of vibrant blooms and playful greenery draw inspiration from the eccentric charm of Thomas Fudge’s dandy persona, complete with signature top hats.
This standout sponsorship marks a key moment in the reinvention of Thomas Fudge’s – a brand steeped in Dorset tradition and now reimagined for today’s flavour-forward, experience-loving audience.
“We’re thrilled to be part of the RHS Chelsea Flower Show, celebrating one of Britain’s most remarkable moments of creativity and craftsmanship,” said Lauren Steventon, Assistant Brand Manager at Thomas Fudge’s. “Our floral display is a joyful reflection of our brand’s unique heritage and bold new direction – a true feast for the senses that captures the spirit of Thomas Fudge’s. It’s a perfect way to reintroduce our brand to an audience who values quality and a little dandy indulgence.”
Thomas Fudge’s is also looking to bring new shoppers into the brand with an integrated below the line plan that targets its core audience. From the sponsorship of foodie favourite podcast Dish to sampling events with BBC Good Food and Gardener’s World Shows, the brand is on a mission to drive awareness and drive reappraisal in 2025.
