KANSAS CITY — Birthday cake is still a flourishing flavor in new products, especially as companies seek to celebrate anniversaries with new birthday-themed sweet treats.

Hostess Brands, Inc. is celebrating its centennial milestone with new limited-edition Hostess Birthday CupCakes. The cupcakes feature golden cake with colorful rainbow sprinkles baked inside, a crème center, and vanilla icing with more rainbow sprinkles on top. The cupcakes also bear the Hostess icing squiggle.

“For Hostess, turning 100 is about all the people who have included us in their special occasions and everyday moments of indulgence,” said Keith Peterfeso, brand director for all day snacking at Hostess. “With this latest product innovation, we are sharing our birthday cake with Hostess fans across the country — spanning demographics, tastes and generations — inviting everyone to take part of this once-in-a-century celebration.”

Cumberland Farms is celebrating its 80th anniversary with a new line of Birthday Blast treats. Each product is a twist on classic birthday celebration flavors, the company said, and all incorporate rainbow sprinkles. The lineup includes Birthday Blast Ice Cream, Birthday Blast Premium Cookie Bites, Birthday Blast Whoopie Pies and Birthday Blast Premium Chocolate Bars.

“My grandparents started Cumberland Farms in 1939 with nothing but a cow and a dream,” said Ari Haseotes, chief executive officer of Cumberland Farms. “Here we are 80 years later, and it’s hard to believe how far we’ve come. Though years have passed, we’ve maintained our commitment to always do right by our guests. Our new Birthday Blast treats are in celebration of our success due to their continuing loyalty, and we hope our guests share in our celebration by enjoying these delicious birthday celebration treats.”

Tillamook County Creamery Association is celebrating its 110-year anniversary with a new birthday cake ice cream variety. Featuring a sweet cake batter ice cream base, the treat contains pieces of yellow cake and rainbow sprinkles throughout.

But food manufacturers don’t necessarily need to be celebrating a birthday to offer birthday cake-inspired treats. The Safe + Fair Food Co.’s new granola line includes a birthday cake flavor made with oats, millet, vanilla flavor and colorful sprinkles. The non-G.M.O. granola is free from all top eight allergens, is both gluten-free and vegan and is made with ancient grains.

View slideshow of new products.