US-based speciality cake company Nothing Bundt Cakes has opened its 600th store, at Tampa – Town ‘N’ Country, Florida.

The new addition is part of the company’s strategic expansion, which has opened 41 new locations up to June 2024, following 84 new bakeries in 2023.

Nothing Bundt Cakes has established its presence across 40 US states and in Canada. It has set a target of opening its 1,000th location by 2027.

Nothing Bundt Cakes CEO Dolf Berle said: “With the great desire guests have to show care and kindness to their loved ones and colleagues, coupled with the rising trend of Gen Z enjoying ‘little sweet treats’ and the snackification of the American diet, Nothing Bundt Cakes is growing faster than ever.

“We have been able to drive the business forward by elevating celebratory occasions and leveraging the ‘treat yourself’ trend – something our cakes have been doing since we opened our first bakery more than 25 years ago.”

New product offerings have also accompanied the brand’s physical expansion.

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Nothing Bundt Cakes has introduced pop-up flavours, such as Churro Dulce de Leche, and has engaged in limited-time partnerships with well-known brands such as OREO and REESE’S.

In May 2024, Nothing Bundt Cakes launched its first-ever seasonal flavour lineup.

The Taste of Summer Collection features a total of six flavours, including new limited-time pop-ups and returning fan-favourite options, making it the brand’s largest summer release in its 27-year history.

The collection includes churro dulce de leche pop-up, key lime-featured flavour, almond wedding bliss pop-up, lemon raspberry-featured flavour and pineapple upside-down pop-up.