REVIEW: The Cake & Bake Show 2013

17 Sep

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Bruised shoulders, stubbed toes, sweaty foreheads, strained back muscles, full tummies and arms laden with bags – these were the side effects of attending The Cake & Bake Show in London’s Earl’s Court on Sunday (15th September).

To say that the event was mobbed would be like describing meringues as “white globs”; traversing certain ailses was akin to being caught up in the London riots (shin pads and helmets would have been exceedingly useful before venturing towards the cupcake stalls but, sadly, I left my riot gear at home).

The huge turnout – totalling over 30,000 visitors – reflected the growth of the Home Baking market and retail sales of baked goods in the UK. Recent figures confirm that 41% of Brits bake at least once a fortnight* and the nation consumes £23.5m** worth of cupcakes a year. The Home Baking sector is now worth a staggering £645m and the average consumer eats home-baked goods 4.6 times every fortnight*.

Flooding into the venue alongside all the other budding Mary Berrys, we exchanged a miserably grey weekend for a world of dizzying colour and creativity. From the neon glare of fushia pink cupcakes, pearly white icing and violet edible flowers to the warmth of glossy chocolate slabs, golden caramel fudge and red velvet whoopie pies, the London venue was a Dulux palette of sugar and confectionery. Willy Wonka would have sung in approval.

The Golden Tickets required for entry to this ganache-crafted world of imagination were available to buy, but the sugar Gods sweetened my fortunes with two free tickets. I entered a competition via Twitter, run by Stork in the week leading up to the event… and won!

Squealing as the shock sank in, I jumped up and down in elation and thanked my lucky [sugared] stars for such an amazing prize. Some people get babies… my Stork brings me Cake & Bake Show tickets. Methinks I definitely got the better deal.

One of the highlights of the event was the margarine brand’s spectacular “Cake Runway” where the models were all beautifully crafted cakes! ‘Plus Size’ got a whole new meaning as we looked at the curves of fat-tiered cakes sporting wonderfully intricate designs.

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The show was split into defined sections, including food retail areas, homeware and baking supplies, exhibition stands, masterclass theatres and demonstration stations. Many workshops with high-profile icons – such as baker, Eric Lanlard – had to be pre-booked, but the likes of Renshaw, Betty Crocker and Dr. Oetker ran several more informal events that attracted a spontaneous audience.

Goody bags were available to purchase upon arrival, priced at £5 each. Each branded cotton bag contained a wealth of money off vouchers, a Betty Crocker packet mix for Red Velvet Cupcakes, a bottle of Russian limeade called ‘Zeo’ and a fabulously glossy Christmas recipe book from sugar brand Billingtons.

Navigating the scrum of visitors was difficult, and at times unbearable, but the bruising was well worth it! Here are some of my favourite finds from the show:

MINCE PIES BY FLOUR POWER CITY BAKERY

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I have an obsession with mince pies and have spent many years on a mission to try every variety in London. These ones had perfectly short pastry and an old-fashioned, tangy filling – superb!

VEGAN CHILLI CHOCOLATE CUPCAKES BY SUGAR CREAM CAKES

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This vegan cupcake was a delightful surprise. A soft, chocolatey sponge was tasty and harmless – the heat was all in the icing! Delicious!

MUSCOVADO AND MOLASSES FUDGE BY BILLINGTONS

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The sugar brand had a wonderful hut at the event, showcasing their wares and a range of mind-blowing fudge varieties, especially made for the show to demonstrate how their individual products can be used at home.

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A fudge recipe was included in their Christmas-themed cookbook, included in the official Cake & Bake Show goody bag – which I shall definitely be making over the Yuletide period!

PAUL A. YOUNG CHOCOLATES & BROWNIES

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My favourite chocolatier once again had the best cocoa creations for sale – annihilating the competition in flavour, texture and presentation.

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Although I was none too impressed with his introduction of a Marmite Brownie – I hate the stuff! Nevertheless, I persuaded two doubtful shoppers to buy one of his Signature Brownies – one of the richest and delicious in the UK.

MERINGUES BY THE MERINGUE GIRLS

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Colourful, light, vibrant and inviting – I loved the girls’ stall at the show. With an array of flavours on offer, it was unsurprising to discover that their products were selling quickly!

OTHER AMAZING SIGHTS IN PICTURES:

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Sources:
*Kantar Worldpanel ^SymphonyIRI
**Companies & Markets (July 3rd, 2013)

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