British Baker is encouraging bakers up and down the country to capitalise on the ever-popular cupcake trend by getting involved in National Cupcake Week.

The event, to be held from 2-8 March 2009, will be highlighted in bakery and café outlets via special merchandising materials and window stickers, urging customers to come in and treat themselves. The aim of the week is to heighten customers’ awareness of the huge number of recipes and exotic toppings available for cupcakes and to tempt new and existing customers to buy at least one during the week.

British Baker will be producing a different recipe for each day of the week and is organising a PR campaign to drive awareness in the national media.

There will also be a nationwide window-dressing competition to promote cupcakes during the week, where the winning bakery or café will win a top prize of two seats at the 2009 Baking Industry Awards, to be held at the Park Lane Hilton in London on 8 September. The event is supported by the National Association of Master Bakers and the Scottish Association of Master Bakers.