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**At the inaugural UK Food and Drink Entrepreneur Forum in London yesterday, The Cake Bake Company's Sharon Goodyer faced a 'Lions' Den' in homage to the BBC's popular programme, Dragons' Den.**

The Cake Bake Company, famous for supplying the cake that built the Skoda Fabia in the award-winning ad of 2007, is trying out new packaging ideas, and bravely accepted an invite to face a panel of four industry experts in front of an audience of interested entrepreneurs.

Sharon Goodyer, a co-director at The Cake Bake Company, delivered an enthusiastic pitch for her new packaging concepts, and took the constructive criticism on the chin.

"I actually wasn't nervous, as I felt I was among friends and colleagues," said Goodyer. "I've been able to step out of my company, as I've got much too close. I've always got ideas, but I now know what to do with those ideas."

The Lions' Den comprised Neil Nugent – Executive Chef, Waitrose; Kay Wheelton – Head of Trading, The Co-operative Group; Nils Clement – Procurement Director, Starbucks; and Richard Hall – Chairman, Zenith International.

"Sharon's pitch was excellent," said Richard Hall. "Her enthusiasm for the brand really showed through – you could see that she cared. And I believe she took on-board the advice that was offered by the panel."

The Lions' Den was an afternoon segment of a successful day for the Entrepreneur Forum, which was organised and hosted by consultancy specialist Zenith International. The event included speeches by Andrew Cawthray of Cawingredients, Mark Palmer of Green & Black's, Ben Cull of Yeo Valley Organic, and Richard Reed of Innocent Drinks among others.

More photos from the UK Food and Drink Entrepreneur Forum can be found <1>.

<1>: http://www.flickr.com/photos/foodbev/sets/72157610394428965/