The sixth National Cupcake Week (15 to 21 September) gained huge attraction on social media with an average of 600,000 Twitter accounts reached each day of the week.
Major companies such as supermarket giants Waitrose and Sainsbury’s joined the tweeting action, helping to push the reach of National Cupcake Week, resulting in around 870,000 views a day.
People also engaged on the week’s Facebook page, which garnered almost 200 more ‘likes’ during the week.
Professional bakers and consumers alike embraced the celebration, which kicked off with the list of finalists in the National Cupcake Championship 2014 revealed by organisers British Baker.
Emily Johnson, owner of Upsy Daisy Bakery in Stamford Brook, west London and 2012 National Cupcake Championship winner, said: “It’s great to have a chance to celebrate the humble cupcake and it was a great week for us.” Her bakery sold out of cupcakes every day during the week. The bakery makes between 48 and 90 each day depending on expected demand and day of the week.
Sainsbury’s launched new cupcake products in line with the week including Belgian Chocolate Brownie, Caramel Latte, and Strawberry Cheesecake flavours as part of its Taste the Difference range. The retailer said it had sold more than 90,000 fresh cupcakes over its patisserie counter, and that sales of another new range of cupcakes, launched earlier this year, have seen a 50%-plus volume uplift.
Tesco also got involved by tweeting recipes for its Cupcake of the Day.
Thought the week is over, we now look forward to welcoming our National Cupcake Championship 2014 finalists to Cake International at the NEC, Birmingham on 8 November where the eight category winners and overall champions will be chosen.
A panel of judges will determine the winner based on the taste, presentation and originality of their cupcakes. Among the panel will be master chocolatier Will Torrent and expert cake maker Fiona Cairns.
Little Venice Cake Company founder and ‘queen of couture cakes’ Mich Turner will present the winners with their awards following a day of judging.
National Cupcake Week is sponsored by Cater For You and Barry Callebaut. For further information visit www.nationalcupcakeweek.co.uk and see National Cupcake Week in numbers below.