The 2023 Cake Sandwich Launch Story

Archive note: This article was written in early 2023 when our Cake Sandwich had just launched. The excitement, Instagram reaction and availability comments below describe that launch period. The current Cake Sandwich product page is the source of truth for today's availability.

Earlier that week I had mentioned creating cake pizzas and waxing lyrical about their greatness. Then I chanced upon what felt, at the time, like an even greater invention*...

The Cake Sandwich.

Layers of Hero sponge filled with delightful fillings, all neatly packaged up for the ULTIMATE CAKE CONVENIENCE.

The idea came to me when I thought about how much I disliked cupcakes. Their saving grace is convenience: they come in their own little case and need no cutlery. A layer cake, by contrast, usually wants a plate, knife and fork. So I took the good bit of a sandwich and applied it to cake.

The Birthday Cake Sandwich was my first foray into pret-a-sponger: Funfetti Hero Sponge layers filled with Swiss meringue buttercream, strawberry jam, sprinkles, ruby chocolate crispearls and crushed custard creams.

The next version was Kinder Bueno: chocolate Hero Sponge, buttercream, hazelnut spread and crushed Kinder Bueno. Muy Buenooooo.

They also made rather good gifts and party favours. If you fancy making your own, here's our archived cake sandwich recipe.

At launch they caused a proper stir on Instagram and we put them online for sale. That launch story is preserved here; for current flavours, stock and delivery options, use the current Cake Sandwich product page.

Lots of love,
Reshmi xoxo

*Since writing the original post, someone quite reasonably pointed out that cake sandwiches existed before mine. I use “inventor” very loosely. It is sponge with fillings, not penicillin.