Wegmans is celebrating the 20th anniversary of its Ultimate Chocolate Cake with special $20 pricing on the large cake throughout October, while supplies last.
The employee-developed bakery item has become one of the most recognized and frequently requested cakes in the Wegmans Bakery lineup. The anniversary promotion is aimed at longtime fans and at introducing new customers to the cake, supported by in-store displays and digital storytelling highlighting its origins and place in the Wegmans Bakery story.
“For 20 years, the Ultimate Chocolate Cake has been part of so many customer celebrations, and that makes this anniversary especially meaningful,” said Jerritt Branagan, VP of bakery merchandising at Wegmans. “It is a great example of how employee ideas can become products customers love and come back for again and again.”
Born in an employee ‘Cake Off’
The cake traces to Wegmans Chairman Danny Wegman, who wanted customers to enjoy a chocolate cake as memorable as the one his mother made and had never found one that compared. The company invited thousands of employees to take part in a recipe “Cake Off,” and the winning result, featuring dark chocolate layers, a moist texture and rich frosting, became the Ultimate Chocolate Cake.
Two decades later, the cake has earned a loyal following among customers who have made it a go-to for birthdays, anniversaries, graduations and family gatherings, Wegmans said, which added that availability during the promotion may vary by store.
Rochester, New York-based Wegmans Food Markets operates 114 stores along the East Coast. The family company celebrated its 100th anniversary in 2016 and has been named to Fortune’s 100 Best Companies to Work For list for 29 consecutive years, ranking No. 5 in 2026.
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