A cupcake bakery and café, which creates training and job opportunities for people who have been made homeless, is part of a £10m scheme to improve a Birmingham-based housing and support group.

Social housing and regeneration group Midland Heart is improving facilities and services at its Snow Hill site in the city, which currently provides accommodation and support for up to 157 homeless men, aged 25 and over.


The project, which has been funded under the government’s Places of Change scheme, includes the creation of a cupcake bakery in conjunction with local baker Sarah Frost. Called Frost & Snow, the business will create training and job opportunities for people who had been homeless and want to get into employment but need training and work experience.


A business case and market research for the cupcake bakery concept has been completed and a 12-month trial is now under way at a temporary bakery, with the permanent café and bakery due to open next year.


“The business is first and foremost about a consistently high quality and beautiful product that cake lovers everywhere would crave more of,” said Sarah Clee, Midland Heart’s marketing and communications manager. “The bonus is that every purchase contributes to creating opportunities for previously homeless people to get back on their feet and profits will be used to support the homeless to regain their independence.”