House of Cinn celebrates five years at Selfridges with limited-edition Dot Cake Birthday Bun giveaway

House of Cinn, the London-based cinnamon bun company, will launch a limited-edition Dot Cake Birthday Bun in the Selfridges Food Hall on 8^th August, marking the fifth anniversary of its partnership with the department store. The bun will be sold till the end of the month, and on Saturday 15^th the team will be giving away 100 birthday buns for free.

The bake takes its cue from the Dot Cake trend in the US, here combining elements of two desserts in one product. It consists of the company’s standard soft dough swirled with cinnamon sugar, topped with cream cheese frosting and finished with the social media treat’s coating of sprinkles.

House of Cinn was founded in 2020 by neuroscience researchers Itse Martos and David Martos, who met while working with a London street outreach team supporting people experiencing homelessness. They began baking buns as a means of self-funding community initiatives addressing homelessness, social isolation and other forms of disadvantage, producing American-style cinnamon buns in the UK. Their business now operates as a Community Interest Company that reinvests at least 65% of its profits into its social mission. Since launching, it has worked with six charities across the UK on projects supporting people affected by homelessness, domestic abuse, care experience and social isolation.

The Selfridges Food Hall listing is among the business’s most visible retail presences, giving the small social enterprise prominent shelf space. They first launched at the central London department store in 2021 with a specially developed range offering the core recipe alongside a selection of toppings. Today, in addition to the Dot Cake Birthday Bun, the selection available at the outlet includes Cherry Glaze, Tiramisu, Vanilla Maple Walnut, Lotus Biscoff and Classic Cream Cheese.

Food Desk

The Dot Cake Birthday Bun will be available in the Selfridges Food Hall from 8^th until 31^st August 2026, with the giveaway taking place in store on 15^th August 2026. For further information, visit the company’s website here.