Online cake company Sponge, has launched a Baby Sponge range, to join its portfolio of cake wedges, and retail seven-inch and 10-inch pre-sliced sponges. The new Baby Sponges are miniature versions of its traditional range, which is available from its website and in Selfridges stores in London, Manchester and Birmingham, as well as a number of delis, cafés and retail outlets across Norfolk, where the firm is based.

The firm began trading in July last year, after founders Mark Joll and Iain Wilson had successfully sold the sponge cakes at the Byfords café/deli in Holt, since September 2000, and decided to broaden their audience.

There are eight sponge varieties available ranging from a traditional Victoria sponge to more unusual styles such as apple crumble and chocolate orange.