National Cupcake Week 2012 savours a sweet success

Sept. 7, 2012 - PRLog -- Created by the trade magazine British Baker to celebrate the growth, vibrancy and innovation of the British cupcake industry, the aim of National Cupcake Week is to get the whole nation enjoying at least one cupcake a day.

This year’s event includes special cupcake tasting sessions in selected Budgens shops across the Home Counties; cupcake making competitions; and cupcake baking and decorating courses for children at nurseries and clubs from Bournemouth to Birmingham.

Other 2012 highlights:
•   British Baker is teaming up once again with the leading children's cancer charity CLIC Sargent, who are asking cupcake lovers to help raise donations for their beneficiaries during National Cupcake Week by buying cupcake pins (available at all 191 Budgens stores, selected independent retailers and at some cupcake stalls/street markets).


•   Top cake designer Peggy Porschen and the chocolatier and patissier Will Torrent host live Twitter question and answer sessions via the @CupcakeWeek feed on Thursday, September 20 at 11am and 3pm. It’s a chance to ask the two experts any question you like about cupcake baking and decorating.  #AskPeggyPorschen #AskWillTorrent

The British cupcake phenomenon shows no signs of slowing, with sales reaching a record £23.5m according to the latest figures.

And this is having a big impact on supply chain businesses including those in packaging, ingredients and toppings as entrepreneurial manufacturers and SMEs innovate to meet new product demand from a raft of new artisan bakers, pop up shops, coffee and tea shops nationwide.

Latest figures from the grocery analyst SymphonyIRI reveal the value of sales increased by 3.9% in the 12 months to June 9, 2012, up from the £22.6m the year before. These figures are collated from grocery outlets, including the big four supermarkets of Asda, Tesco, Sainsbury’s and Morrisons, and don’t include the craft baker sector or the burgeoning market of home based pro-bakers.

It marks the second consecutive year of growth for the sector, which increased by a whopping 20.8% between 2010 and 2011.

Martyn Leek, editor of British Baker, said: “While sales are slowing slightly, these figures show there is still growth in the cupcake market and reflect the innovation that was shown at the National Cupcake Week championships this summer. Our winners are ahead of the curve when it comes to trends, taste and style - and bakers out there should take note of the new wave of even more exciting cupcakes coming through.”

This year’s winner of the National Cupcake Championship title is Emily Johnson of the Upsy Daisy bakery in West London. Emily beat stiff competition from 55 other professional bakers to take the prestigious title with her deliciously boozy Mojito Cupcake.

To find out how to get involved in National Cupcake Week and what’s happening, visit http://www.nationalcupcakeweek.co.uk