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

The Cake & Bake Show is the UK’s leading celebration of baking, cake decorating and sugarcraft, bringing together beginner bakers, professionals, home bakers, cake decorators, food lovers and families.

Created for the entire baking community, it is one of the most inclusive and engaged baking events in the UK, with a highly loyal audience and unrivalled commercial potential for brands. For exhibitors and sponsors, The Cake & Bake Show provides an opportunity to align with a trusted and established event, engage with a passionate baking audience, 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 passionate following and established its reputation as a must-attend event in the baking and 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 and 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, tools and equipment to baking innovations and cake decorating essentials, the show attracts highly motivated shoppers who come ready to explore and purchase the latest baking and cake decorating products.

Signature features such as the Cake Displays, the iconic Showstopper Cake and Gingerbread Installations, hands-on Pro Masterclasses and the nation's only 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.

+12k
Visitors

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

Get Involved...

Whether you want to boost your sales, launch and demonstrate your products, or meet new customers, The Cake & Bake Show is the perfect destination to reach a captive audience over 12,000+ keen consumers and passionate professionals.

If you are interested in exhibiting at The Cake & Bake Show or would like to know more about our sponsorship opportunities, please complete the enquiry form here. 

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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