Leeds-based sweet bakery specialist Get Baked is partnering with Fortnum & Mason on a three-month pop up in London, including the launch of some exclusive new items.
The pop up is set to run from 22 August to 20 October at the ground floor patisserie counter of the high-end retailer’s flagship store in Piccadilly. Get Baked fans can obtain early access to the goods on the first five mornings by booking a slot via an Eventbrite page. This includes pre-ordering up to four slices of the new Bertha cake, which each weigh in at over 1kg and are priced at £17.
The Bertha is the sweet successor of the bakery’s signature Bruce cake, the self-described ‘most famous cake in the world’ that comprises a towering 24 layers of chocolate sponge and dark chocolate ganache. Regularly selling out, its viral popularity has helped Get Baked garner a global following of over 285k on Instagram.
The company claims that the name does not in fact come from Bruce Bogtrotter, the gluttonous young character in Roald Dahl’s story Matilda who is forced to eat an entire 18-inch chocolate cake. ‘It’s a coincidence, and you’re just gonna have to come to terms with it,’ declares Get Baked’s website.
The Bertha, which switches out the Bruce’s dark chocolate ganache for a mix of dark and milk chocolate, is also available as a whole cake for a whopping £160 (although this is said to serve 40 people in total).
Among the other products going on sale in London is the new Knickerbocker Glory Pie, inspired by the ice cream sundae that was introduced to the UK by Fortnum & Mason at its Soda Fountain restaurant in the 1950s. Get Baked’s creation features all-butter shortcrust baked with raspberry jam and vanilla cake, topped with vanilla and raspberry ganache, and finished with vanilla buttercream, chopped hazelnuts and a glacier cherry. A whole pie costs £70 while slices are £8 each.
Shoppers can also purchase a range of cookies (£3.50 each) including Salted Choc, Triple Choc, and Cinnamon Roll varieties, with a half and half cookie offering a mash-up of the first two flavours. Meanwhile, Pistachio Brownies made with Sicilian pistachio cream or Salted Chocolate Brownies starring Halen Mon sea salt are £4.50 per serving.
“I’ve never been more excited in my life”
Get Baked was founded in 2011 by Rich Myers out of his kitchen and has grown to operate a production site in Leeds and a retail shop in Headingley as well as offering nationwide delivery via its website and locally via Deliveroo.
“What an honour it is to be working closely with Fortnum’s – an institution with such iconic status. I’ve never been more excited in my life, and let me tell you, I’ve done some pretty exciting things. Phwoar,” said Myers, who is known for his humour on social posts.
The company previously hit the headlines in 2021 after its best-selling biscuits were banned by West Yorkshire Trading Standards as they were topped with US-imported sprinkles containing the controversial food colouring E127. Get Baked now sells a reformulated version of the Rainbow Sprinkles in pouches to its customers.
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