Pink cupcakes in a basket being held by a man in a pink waistcoat

Source: The Hummingbird Bakery

The Hummingbird Bakery is continuing its UK expansion by opening its fifth site in London at the end of this month.

Located at 39 St John’s Wood High Street, the American-style bakery will serve up Hummingbird’s range of celebration cakes, cupcakes, American pies, cheesecakes, brownies, and cookies. There are also location exclusives including zoo-themed brownies, ‘A Fab Four’ cupcake gift box (a nod to The Beatles), and an indulgent cookie pop. All items are baked on-site, according to the business, with a range of vegan and without gluten options available.

Visitors can also have their desserts and celebration cakes customised by a team of expert bakers and order a new red velvet soft serve ice cream at the Personalisation Station.

The new 750 sq ft site features neutral colours with accents of gold, marbled worktops, and flashes of the signature Hummingbird pink. This theme is also reflected in the recently opened Victoria site and refurbished Old Brompton Road bakery in South Kensington.

“We are so excited to continue our expansion with a move into the St Johns Wood neighbourhood,” said branch manager Marie-Aline Joly.

“We have some exciting new products to wow our guests, along with some classic favourites and our renowned celebration centrepieces. We will be bringing our famed personalisation and ice cream station right to the high street and we can’t wait to welcome you”.

The latest opening comes after The Hummingbird Bakery, which was founded in 2004 by Tarek Malouf, was bought in a pre-pack administration deal by Acropolis Capital in February 2021.

Since then the business has focused on the ‘next phase of evolution’ with refurbishments and new store openings as part of its plans for nationwide expansion alongside NPD including Cupcake Decorating Kits which are available for nationwide home delivery.