Fifty craft bakeries, independent cake emporiums, and high street multiples will battle it out across six different categories to be crowned National Cupcake Champion 2011.
They include the high street brand Greggs, the 2009 champion Kevin Sibley from Mama’s Cupcakes, who is shortlisted in the most innovative category, and Rich Products who creates cupcakes for Asda. National Cupcake Week 2011 takes place from September 12-18.
British Baker, deputy editor, Andrew Williams, said: “This year we’ve seen a notable shift away from some of the overly sweet entries of the past – a response no doubt to the changing consumers’ palate and a shift away from the American style of cupcake that has dominated in recent years.”
The winners will be announced in London in August by an expert judging panel which this year includes cake emporium owners, decoration specialist and celebrated bakers.
Among them are Eric Lanlard, Hummingbird owner Tarek Malouf, Food Network UK’s Abigail Moule, Lily Vanilli and Peggy Porschen.
Source: British Baker
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