Business is sweet at Two Magpies Bakery following its incredible success in the recent Britain’s Best Cake 2026 competition.
The East Anglian bakery chain continues to expand its estate, grow sales, and enhance its offering, with a particular focus on quietly free-from items.
On 13 April, Two Magpies took home the overall title for its Miso Caramel Hazelnut Brownie – a second such triumph in the space of just three years – and also picked up an unprecedented haul of four trophies in the Blondies & Brownies, Gluten Free, Mini Cakes, and Vegan Cake categories. The company’s other entries received a total of one gold, three silvers, and a bronze medal as well.
Business development manager Shelby Barritt says the response to their latest accolades has been brilliant. “Regulars have been hugely generous, with congratulations in the cafés and lovely messages on social media, and we’ve launched a weekly tasting campaign in stores where customers can try the award winners. It’s gone down a storm,” she says.
Labels declaring ‘Britain’s Best Cake 2026 winner’ have adorned bakery counters at their 11 sites across Suffolk and Norfolk, and in displays at outdoor events like food markets and festivals. Barritt notes these provide a “noticeable lift” and a “halo effect” to their brownie and traybake ranges, which are already known to be one of their strongest categories.
Additionally, the industry-wide recognition is important for those working back of house, in production and NPD. “Winning awards like these tells our bakers that the work they put in every day stands up against the very best in the country,” adds Barritt.
Miso masterstroke
Two Magpies previously tasted victory in 2024 with another sweet, salty and nutty flavour profile – the Salted Caramel & Almond Brownie. Once again, it was a collaboration between head of pastry Rucha Gogte and NPD manager Michelle Wade (now catering & events manager) that was behind the development of this year’s winning brownie.
Gogte had the initial vision to pair the deep, salty and umami flavours of miso with the earthy crunch of hazelnuts. Wade was brought in to help refine the recipe, but they hit a hurdle in trying to make the subtle miso cut through the dominant chocolate in the brownie. Early testing was said to have resulted in batches that either masked the miso entirely, tasted overpoweringly salty, or suffered from the delicate paste burning in the oven’s heat.
Through persistent experimentation with various milk and dark chocolate blends, Gogte and Wade were able to strike the perfect balance for the brownie base. Miso incorporated into caramel shards gave an added layer of texture, and the duo also discovered that putting this over toasted hazelnuts just before baking meant they resisted burning and melted into a stunning, glossy finish.
As can be expected, the Miso Caramel Hazelnut Brownie has taken centre stage on displays at Two Magpies cafés, whilst the Salted Caramel & Almond Brownie has been removed. However, the 2024 champion is still sold at events and is expected to be regularly rotated in. “Old favourites have a habit of coming back,” says Barritt.
Free from free-from claims
Like Rex Bakery, winner of last year’s Vegan category with its product simply called ‘Brownie’, Two Magpies takes a quiet approach to free from. Several of its bestselling products are plant-based or gluten-free without being declared as such, including its Miso Caramel Hazelnut Brownie which does not contain gluten. “We don’t shout about it on the label, because we’d rather the product speak for itself,” comments Barritt.
The company strives to make baked goods accessible to as many people in its communities as possible, inclusive of those with dietary requirements, whether by choice or necessity. It doesn’t even think of free from as a separate category. “People want products that taste brilliant, and if the best version of something happens to be plant-based or gluten-free, we’ll bake it that way,” asserts Barritt.
Whilst NPD learnings have been obtained from the “really exciting work happening in bakeries in London and abroad”, Two Magpies also believes some of the biggest brands are lacking in their dietary options. Barritt states an aim of curating a range “that works for everyone, not a free-from range bolted onto a normal one”.
Growing the brand
An ambition of Two Magpies is to reach 50 sites, with its acquisition of a Suffolk farm shop and café in March marking number 11 along this journey.
“It’s been a big project and the response has been overwhelmingly positive,” reports Barritt. “It’s also our first time navigating a takeover of this kind publicly, so there have been some brilliant takeaways and learnings for the team.”
The existing staff were retained at the Marlesford site located along the A12, with significant investments and efforts from the wider team help bringing things like training, kitchen, and systems up to group standard. The farm shop retail side may be new territory for the bakery brand, and the offer is still being refined, but it says feedback has been encouraging, particularly from suppliers. “Local businesses supporting local businesses is something we care about deeply,” adds Barritt.
Two Magpies is staying on the lookout for more acquisition opportunities, and reveals a few conversations are currently live. However, specific local challenges – such as the upcoming A12 closures due to the Sizewell C construction project – have left it more selective than ever about where it goes next. “The main focus right now is making sure the business has everything in place to support sustainable growth, rather than stretching what we have,” confirms Barritt, adding that this includes ongoing investment in its 11,000 sq ft central bakery in Walpole.
A raft of new leadership appointments and promotions is guiding the future of Two Magpies. These include Ben Magnall, the new board member and son of owner and CEO Steve Magnall; Lydia Robertson, who has risen from head of pastry to lead the entire bakery operation; and Robyn Pettiford, a former strategy consultant who is focused on strategic projects, efficiency, and growth.
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