Patisserie and cake specialist Patisserie Valerie has launched a new website with a unique ‘virtual cake creation’ tool- what it calls a bakery first.

The company said it was the first national cake producer to offer this unique virtual online bespoke service. 

The café chain launched the new site last Friday, and hopes the new tool will make it easier for customers and cake-makers alike.

The ‘Create a Cake’ tool allows users to construct a bespoke cake online, customising which filling, flavour, side decoration and topping they would like in the cake.

The site also features the ability to have a 360-degree tour of each café, using Google Business Views technology.

The virtual tours also feature the ability to click on ‘hotspots’ to access further information about the shop.

Paul May, chief executive of the company, said: “The new interactive tools give the customer an opportunity to tailor their purchases through ‘Create a Cake’ and offers a virtual ‘try before you buy’ experience through virtual tours. Ultimately I am sure the new website will enhance our customer connection and experience with the brand.”