National Cupcake Championships open to home bakers

Samantha Edwards, 07 May 2013, 10:00am

National Cupcake Championships open to consumers

National Cupcake Championships open to consumers

Industry publication British Baker has launched a consumer version of its National Cupcake Championships.

The magazine, part of William Reed Business Media (WRBM), launched the new competition at the Cake International expo at London’s ExCel last month. It will run alongside its existing cupcake-making contest for professional bakers who have a registered business.

The championships form part of National Cupcake Week, a dedicated awareness week running this year between 16 and 22 September.

British Baker, organisers of National Cupcake Week, also revealed that it had teamed up with consumer bakery show Cake International for the first time this year, with the finals of the 2013 National Cupcake Championships taking place during the expo at Birmingham’s NEC on 9 November.

Sonia Young, grocery and retail events director at WRBM, said: "National Cupcake Week was launched five years ago as a B2B initiative by British Baker to promote this relatively ‘new’ food item to the UK public and drive them into bakery shops to sample new recipes and increase sales.

"The week quickly established itself as part of the promotional calendar and grabbed the attention of not only professional bakers but committed and enterprising home bakers via a PR campaign centred on the use of social media and the on-line community.

She added that the awareness week has helped grow sales of cupcakes from a very low base and with interest still growing.

"British Baker felt the time was right to fully involve all those home bakers by giving them their own national cupcake competition to run in parallel with the professional’s competition," Young explained.

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