Apprentice star Luisa Zissman sets out her stall at Earls Court Cake and Bake Show


Thousands attended the three day event.


By Liane Lau

A record-baking 30,000 visitors descended into a sugary utopia at the Cake and Bake Show this weekend at London’s Earls Court.

Like a cartoon dream, the cakes on display resembled those that landed on the table of the Alice in Wonderland tea party. Only this time, it’s in a conscious state of mind.

It appeals to all ages: Whether you’re a budding baker or bonkers about baking, it boasts live demonstrations, audience bake-offs hosted by previous Great British Bake Off stars, and a flamboyant cookie decoration station for kids.

The exhibition also provided an edible twist to coincide with London Fashion Week in the form of a high fashion cake catwalk, combining couture and cake that even the Anna Wintour of the baking world would applaud.

Stars at the event included I’m a Celebrity’s Rosemary Shrager, baker to the celebrities Eric Lanlard, and award-winning baker Dan Lepard, who were all seen entertaining their crowds of fans when ‘off-duty’ from live demonstrations.

Launched in 2012, the bigger and better event has turned into a meeting place for all bakers alike.

Glamorous Apprentice finalist Luisa Zissman had a notably eye-catching and prominent stall at the event, promoting The Baker Shop. 

The 26-year-old baking entrepreneur spoke to SWLondoner about combining her love for baking and her passion for business.

“It’s been really positive all-round. Very humbling and overwhelming,” she said of her time on the show.

“It’s just been the most incredible journey and I got so much out of it, more than what I could have ever thought would happen.”

Looking to tap into a market that doesn’t yet have a face, Ms Zissman is aiming her next venture at the younger mass-market of 12 to 35-year-old hobbyist bakers.

The candyfloss coloured stand previewed The Baker’s Toolkit, which narrowly missed out on a £250,000 investment from Lord Sugar.

She added that the new line, due to be released in November, is designed so that ‘more people find it easier to make incredible looking cakes.’

On the other side of the exhibition saw Paul A. Young, 40, enticing fans with the aroma of fresh chocolate.

Mr Young said: “I originally embarked on a patisserie career, until it morphed into chocolate. I noticed a gap in the market for really fresh chocolate. “

The chocolatier was poached by Marco Pierre White and is a well-known face, appearing on BBC2’s Food and Drink and ITV’s This Morning.

He is a huge fan of these events as they ‘bring people together’ and will be appearing at the prestigious Salon du Chocolat event in October.

The event is sponsored by Billington’s, whose star speaker was last year’s GBBO winner John Whaite.

Mr Whaite’s vivacious personality drew in a constant four-man-deep crowd at the stall, who were handing out free samples of unrefined sugar.

He expressed that he loves writing as well as baking, and is busy promoting his new cookbook John Whaite Bakes: Every Recipe for Every Day and Every Mood.

 “If I weren’t here now, I’d be miserable and would be desperately trying to find a way into the industry,” he said.

For those who can’t wait until next year’s London event, the next Cake and Bake exhibition will take place on April 4-6 2014 at Manchester Central.

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