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11th November 2022

The Cake Decorating Co. celebrate an unforgettable weekend at the iconic Cake International show in Birmingham

As the UK’s leading cake decorating retailer, The Cake Decorating Company is known for putting its creative stamp on everything it touches. It’s no surprise then, that the business created a stand to remember at the 2022 Cake International show.

Cake International is the world's leading cake decorating, sugarcraft & baking show, and an important event in the industry calendar every year. The Cake Decorating Co. fully embraced the opportunity to showcase not only their wide range of brands, but the knowledge, passion and creativity of their team.

The aim was to take the online experience offline, and the stand delivered just that.

Claire Astbury, Marketing Director at Create Better Group, commented: “The goal was to take the essence of The Cake Decorating Company and allow our customers to see and feel it in person – to be inspired and connect with our team directly.”

To achieve this, the stand was more interactive than ever before, creating a truly engaging experience for visitors. This included live demonstrations from powerhouse industry names, including Kristina Rado, Kerry Hemms, Gerry Chiu, Emily Hankins and Suzanne Esper.

The Cake Decorating Company social media is leading the way in innovative cake content, and that was reflected in this creative hub.

Social Media Manager, Victoria Shipp, commented: “We’ve worked really hard to become the ultimate online cake community and Cake International was such a wonderful opportunity to showcase that. We work with some of the UK’s leading cake artists, and our ambassadors and content creators are working at an incredible level. We had an amazing weekend celebrating their talent and creativity, and the success of our social channels."

Meanwhile, iconic baking brands Wilton and FunCakes were on hand with a fully functioning kitchen, providing demos using their game-changing products. Visitors to the stand were introduced to handy tips and tricks, even taking away samples to enjoy.

And that’s not all – the stand also included a sales area packed with incredible brands to shop, from Colour Mill and Roxy & Rich to Baking Brothers.

After a busy weekend, the team are celebrating a hugely successful show, and look forward to doing it all again in 2023. To explore the online store, visit

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