Treat Your Sweet Tooth, With A ‘Sponge’ Cake And/Or Brownie. (the online cake retailer) has expanded its baked sweet treats line, with the launch of its new non-refined sugar product, the Maple and Pecan Cake.

The launch follows a significant increase in demand for ‘better-for-you’ snacks, and specialised cakes that suit individual dietary requirements, without compromising on quality or taste.

The new arrival uses natural ingredients, including lashings of maple syrup baked into the sponge, and is Sponge’s first cake to not use refined sugar (such as caster sugar), making it suitable for wholesalers who are looking to provide their customers with a healthier snack alternative.

“Our first non-refined sugar cake follows feedback we’ve had from our customers, who were asking for non-refined sugar options to accommodate those who need to keep an eye on their sugar intake,” said Richard Fowler (the Head of Sponge).

“It’s taken several months of development to create the ideal balance of flavours and texture. Our new cake is made with crushed and whole pecans, along with lashings of maple syrup baked into the sponge. The sponge is then drizzled with more syrup as it comes out of the oven, so it soaks straight into the delicious sponge,” added Richard.

In 2021, the brand embarked on a major expansion of its production capabilities, with the addition of an extra 10,000 sq ft to its existing bakery warehouse in Holt, Norfolk. 

Sponge provides a variety of cakes, such as their Vegan Victoria Sponge Cake, Vegan Speculoos Brownie, Vegan Millionaires Cake, Vegan Half and Half Brownie, Vegan, Chocolate Caramel Fudge Cake, Vegan Chocolate Cake, Vegan Chocolate Brownie, Vegan Carrot Cake, Vegan Baby Sponge, Cakes, Vegan Baby Brownies, and more.

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Sponge makes ‘proper’ cakes, using quality ingredients with care, that are sent to customers’ doors across the UK. Fulfilling 300+ orders per day, Sponge is the largest independent online cake manufacturer in the UK.

Sponge’s Founders, Mark Joll and Iain Wilson met in 2009, with Mark coming from a contract catering background, and Iain and his wife owning the award-winning café, Byfords in Holt, North Norfolk. Mark and Iain took the homemade cakes out of the comfort of their home in Byfords, and they created Sponge in 2014, which now employs over 40 people, and occupies half of a 35,000 square-foot warehouse.

Baked with old school standards and proper ingredients, the pair developed a huge following for their sweet treats. The demand for their sponge cakes paired with the vision that they could be shared on a much wider scale, Mark and Iain were able to launch the popular, online sweet treat and cake retailer they are known for today. 

“We offer a variety of products on our website, including Celebration Cakes, Brownies, Cake Cards and our popular Baby Sponges. Back in 2014, we successfully got our Baby Sponges on all British Airways European flights, and since then our relationship with them has continued,” said Mark.

“We are very innovative with our creations and the use of fresh ingredients in our products is what really sets us apart. We are particularly proud of our long-standing relationship with the Holkham Estate, whose cakes we have been supplying for the last 10 years, pretty much from the start of our Sponge journey,” added Mark.

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