H-E-B sells a wide range of birthday cakes, including ice cream cakes, theme cakes and other custom birthday cakes. As of 2015, customers can use HEB.com to order birthday cakes, specifying the flavor and filling as well as the design and the message on the cake.
Custom birthday cakes available at H-E-B include designs with balloons or flowers. The designs on theme cakes generally involve popular characters from children's TV shows and movies, such as the Teenage Mutant Ninja Turtles or the Disney Princesses. Several of the 8-inch round ice cream cakes are made with a layer of H?E?B Creamy Creations premium ice cream over a layer of cake.
The Houston Press praises H-E-B's cakes, but recommends avoiding the sugary sheet cakes. H-E-B's line of Sensational Cakes includes more grown-up options that shoppers can also order online at HEB.com, such as carrot cake, red velvet cake and French buttercream coconut cake.