10th September 2021

The Cake Decorating Co. to join retail line-up at 2021 Cake & Bake show

Create Better Group are proud to be attending the UK’s biggest baking event; The Cake & Bake show, to showcase retail brand The Cake Decorating co.

This year’s Cake & Bake show is taking place at the Excel, London between 1st – 3rd October and will be brimming with all things baking, cake decorating and sugar craft. Visitors to the show can expect to see and learn from the pro’s in a series of live ‘how to’ demos, fill their shopping bags with the latest baking equipment and be wowed by the spectacular Cake Competition and exquisite display tables on show.

Claire Astbury, Chief Marketing Officer for Create Better Group, commented, “It’s fantastic to be welcomed back to the Cake & Bake show this year. The whole team at The Cake Decorating Co. are thrilled to be attending consumer events again and to be able to meet, and chat to our customers face-to-face after so long. We’ve spent the last year creating some amazing new, innovative products and bringing on board some exciting new ranges that we cannot wait to demonstrate at the show. As exclusive distributor for so many of the world's best cake brands, this is an unmissable opportunity to showcase them in front of new and existing customers.”

This news follows a number of recent announcements from the group, including, more recently, The Cake Decorating Co. securing brand sponsorship for Cake International 2021, being held at the NEC in November, and category sponsorship for the ninth annual Cake Masters Magazine Awards, taking place at the National Conference Centre, Birmingham.

The Cake Masters Magazine Awards are the largest, longest-running, and first established industry awards dedicated to talent in cake decorating and sugarcraft. This years’ People’s Choice award, which sees the public voting for their favourite cake artist, will be sponsored by The Cake Decorating Co. Cake Artist of the year, a special award given by Cake Masters Editor, Rosie Mazumder, will be sponsored by Cake Stuff.

Cameron Young, Head of Business Unit: Cake Stuff, commented, “We are delighted to be the sponsor of the Cake Artist of the Year award at the Cake Masters Magazine Awards 2021! We always seem to be blown away when we see the portfolio of amazing creations produced by the decided winner. The award celebrates the very best of our industry that inspires many of us to keep learning, practising and creating our cake skills. We can’t wait to attend our favourite night of the year in November!“