Local, national, and international media coverage, queues down the street, and even a visit from the mayor were all part of the aftermath of winning Britain’s Best Cake 2025 for the Wirral-based Abba Cakes.
Its triumphant creation, The Chocolate Cake, beat more than 100 other entries to lift the coveted title at the NEC Birmingham on 7 April. The competition this year was sponsored by Dawn Foods, Kluman & Balter, Rainbow Dust, Sonneveld Group, and St. Ewe Free Range Eggs.
In the weeks that followed, Abba Cakes’ Colombian-born founder Laura Alejandra was featured in numerous news reports ranging from local outlets like Wirral Globe and Birkenhead News up to BBC News (both its UK and Latin American branches). This drew parallels to the global press coverage that Japanese baker Miyo Aeotsu received after her Britain’s Best Loaf 2025 victory.
Alejandra was also interviewed for several radio segments such as on BBC Radio 5 Live, BBC Radio Merseyside, and La W in her native Colombia. “I am part of the good news of my country, and I cannot be prouder and more honoured by it,” she told British Baker.
The media attention was well-timed, as it came shortly before the Easter bank holiday weekend and inspired new customers to come flocking to the Abba Cakes shop in Hoylake. “We had people queuing down the street to get a taste of ‘That chocolate cake that just won the award’,” recalled Alejandra, revealing that their sales of the item increased eight-fold that weekend.
“We have so many well-wishers popping by to say they’ve seen and heard all about the cake, and our social media following has increased loads,” she added.
In addition, local MPs sent a letter expressing their gratitude for Abba Cakes helping to promote the Wirral in such a way with the mayor and mayoress dropping by to congratulate them in person.
Baking queen
Alejandra first fell in love with baking over 12 years ago whilst still in Colombia, creating cakes for friends and family. After settling in the Wirral with her husband Sam Johnson, who is originally from the area, she took time to understand the British market and local tastes, figuring out how to blend them with her Latin roots.
She established Abba Cakes in Hoylake in November 2022, taking the name not from the Swedish pop band but from the Hebrew word for ‘father’. Alejandra called it a tribute to her faith and heritage. “I am a Christian and naming my business Abba Cakes is my way of honouring God, who has guided me every step of the way and it reminds me daily that this has a bigger purpose.”
An example of her cuisine fusion approach to baking is The Chocolate Cake, which comprises layers of dark chocolate sponge and double chocolate ganache plus some dulce de leche running through the centre. She initially created it for her own wedding, noting it was a way of sharing love with both of their families along with a nod to her new life in the UK. “It’s more than just a recipe, it’s a symbol of unity and new beginnings,” she added.
Reminiscent of a special cake she had once eaten in her childhood, Alejandra said the development involved a lot of trial and error using different techniques and different ingredients from different countries, until finally it tasted like the perfect chocolate cake.
Sales of The Chocolate Cake have understandably spiked in recent weeks, although Alejandra says her Lemon Drizzle Cake is still highly sought after and the Sea Salted Caramel Brownies are probably their bestsellers. Abba Cakes has also continued to develop new lines. “We like to keep our ideas fresh and often change what we sell depending on the season,” expressed the founder.
Profits are currently being reinvested back into the company to fund improvements and support growth, with a second shop set to open in Chester in the coming months. “And then who knows where,” said Alejandra. “The world is our chocolate cake!”
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