The Cake Decorating Co. to be brand partner for ICHF Cake International 2021

Create Better Group has announced that The Cake Decorating Co. will be brand partner for this years’ ICHF Cake International Show.

Cake International, which takes place between 5th -7th November 2021 at the NEC Birmingham is the world’s biggest and most renowned cake show, with thousands of cake enthusiasts and industry experts visiting over the three day period. The show boasts ground-breaking, jaw dropping displays, the world’s biggest cake competition with entries across 25 categories and welcomes some of the world’s most famous cake talent to share their passion with workshops, and demonstrations.

The unprecedented brand sponsorship package will see The Cake Decorating Co. showcase the very first Cake Decorating Co. Village; including retail and demonstration space for key brands such as The Sugar Paste, Spectrum Flow, Smartflex, Roxy & Rich, and many more, plus a dedicated stage area running a full schedule of demonstrations from well-known faces, for attendees to enjoy throughout the weekend.

Claire Astbury, Chief Marketing Officer for Create Better Group, commented, “We are really excited to be seeing our customers face-to-face once again at the NEC. Our consumer shows have been on hold throughout the Covid-19 lockdowns and we have really missed the energy and excitement of getting up close and personal with our customers and demonstrating products to them.

We’ve had almost 18 months of new product development and this year, Cake International is going to be bigger and better than ever! We can’t wait to demonstrate new, innovative products, and talk about exclusive ranges that we’ll be launching from The Cake Decorating Co. and Cake Stuff. Cake International has always been about bringing together the best in the industry and connecting with the best suppliers and experts. The Cake Decorating Co. village is going to look spectacular and we’re ready to greet customers, suppliers, and friends from the cake world, again.”

Cake International 2021 takes place at The NEC Birmingham, halls 17 and 18, from 5th – 7th November. 9:30am – 5pm Friday and Saturday, and 9:30am – 4:30pm on Sunday.