PHILADELPHIA — Flowers Foods, Inc. is celebrating 100 years of its Tastykakes brand with a yearlong “Birthday Moments” initiative in partnership with the United Service Organizations (U.S.O.), a private, nonprofit organization with a mission to lift the spirits of America’s troops and military families. The initiative will include the launch of limited-edition Birthday Kake Cupcakes.

“Our ‘Birthday Moments’ initiative supports the U.S.O.’s ongoing ‘Every Moment Counts’ campaign, which calls on America to show its support for our military by helping to create real, everyday moments, like birthdays, missed by troops and their families due to their service to our country,” said Paul Ridder, president of Tastykake. “Throughout 2014, Tastykake will honor servicemen and women and their families with special birthday moments through U.S.O. locations and participation in national U.S.O. initiatives.”

The Birthday Kake Cupcakes combine confetti cake with chocolate-flavored icing and multi-colored sprinkles. The new cakes are available in 12-count multi packs.

“Operating any business for 100 years is no piece of cake — even for a bakery,” Mr. Ridder said. “We believe our success comes down to a simple recipe — delicious, fun snack cakes, a focus on quality and freshness, an outstanding team, and, of course, our fans. Tastykake would not be here without the 100 years of support we’ve received from our community.”