Showcase your brand at the UK's ultimate event dedicated to the art of baking, cake decorating and sugarcraft!

The UK’s ultimate destination for hobby bakers looking to take their baking and cake decorating to the next level.

Taking place at Olympia, London across four action-packed days, The Cake & Bake Show celebrates the nation's love of baking, cake decorating and sugarcraft, with tonnes of shopping, inspiration and opportunities to get hands-on and learn from the experts.

The most inclusive and engaged baking event in the UK.

Created for the entire baking community, The Cake & Bake Show brings together hobby bakers, home bakers, cake decorators, professional bakers, food lovers and families.

Unrivalled commercial potential for brands.

For exhibitors, sponsors and partners, The Cake & Bake Show provides an opportunity to align with a trusted and established event, engage with a passionate audience of hobbyists, and drive measurable results through face-to-face engagement and year-round brand exposure.

Since its launch in 2012, The Cake & Bake Show has built a loyal following and established its reputation as a must-attend event in the baking & cake decorating calendar. With a heritage that translates into exceptional engagement both onsite and beyond the show floor, the event offers brands unrivalled access to a community of more than 600,000 baking & cake enthusiasts throughout the year.

The show is renowned for delivering unforgettable visitor experiences, including appearances from TV’s most-loved baking celebrities and experts, hands-on Pro Masterclasses, and an exciting programme of live demonstrations and content-led stages. This creates an ideal environment for brands to connect with consumers through product discovery, sampling, education and storytelling.

With a wide variety of retail and specialist exhibitors, The Cake & Bake Show offers a powerful platform for product launches, direct sales and customer acquisition. From ingredients and tools to baking innovations and cake decorating essentials, the show attracts highly motivated shoppers who come ready to browse and purchase the latest baking and cake decorating products.

Signature features such as Cake Displays, the iconic Showstopper and Gingerbread Installation, hands-on Pro Masterclasses and the all-inclusive Cake and Gingerbread Competition (open to bakers and cake artists of all ages and levels) create high dwell time, repeat visitation and strong social sharing, increasing visibility, engagement, and brand reach.

Enquire to exhibit or sponsor

If you are interested in exhibiting at The Cake & Bake Show or would like to know more about our sponsorship opportunities, speak to a member of the team today:

For Sponsorhip Enquiries:                                                                                                                  

Sarah Traynor | Project and Content Manager
tdevelopments@aol.com | 07803 853625

To Exhibit:

Liam Williams | Commercial Manager                                                                                                  liam.williams@m10group.co.uk | 0203 225 5200 (ext: 745) 

Oliver Crew | Account Manager                                                                                                            oliver.crew@m10group.co.uk | 020 3225 5200 (ext. 744)

Alternatively, complete the enquiry form here. 

 

+12k
Targeted Baking Enthusiasts

+45k
Additional lifestyle visitors across co-located show (Ideal Home Show Christmas)

60%
Intermediate / Experienced Bakers

 

70%
Haven't attended any other events in the past 12 months

87%
Female

 

85k
Engaged Email Database

+93k
Unique Website Users

+540k
Social Following

+1m
Marketing Reach

The Cake & Bake Show 2026 was a fantastic experience for LissieLou.  The energy of the show, the quality of the audience and the opportunity to connect face-to-face with so many passionate bakers made it incredibly worthwhile. The KitchenAid activation was a real highlight – beautifully executed, engaging for visitors, and a perfect fit for the creative spirit of the show. It elevated the overall experience and created a great buzz around the stand. We left feeling inspired, supported, and excited to be part of such a vibrant baking community.
Henry Scott
LissieLou

Enquire to exhibit or sponsor

If you are interested in exhibiting at The Cake & Bake Show or would like to know more about our sponsorship opportunities, speak to a member of the team today:

For Sponsorhip Enquiries:                                                                                                                  

Sarah Traynor | Project and Content Manager
tdevelopments@aol.com | 07803 853625

To Exhibit:

Liam Williams | Commercial Manager                                                                                                  liam.williams@m10group.co.uk | 0203 225 5200 (ext: 745) 

Oliver Crew | Account Manager                                                                                                            oliver.crew@m10group.co.uk | 020 3225 5200 (ext. 744)

Alternatively, complete the enquiry form here.