About Sponge
We love cake. We always have.
The love affair began in 2000, when Iain and Clair Wilson, two of Sponge’s founders, bought Byfords, a quirky café in Holt, Norfolk. Every morning, a display of cakes went into the bay window to tempt passers-by inside. Taking pride of place were our ten-inch traditional sponges, generously filled and hard to walk past.
Circa 2009.
A few years on, we started wondering how to share those cakes beyond the café. A chance meeting with Mark and Felicity Joll, who would become our fellow founders, got things moving. We tried a few country markets, sketched out some logo ideas and decided to go for it. Sponge was on its way.
Building the business has taken plenty of graft. There was the challenge of breaking even, then Covid and all the uncertainty that followed. Through it all, we’ve tried to keep things simple and proper: great ingredients, a superb team and new ways to help our customers enjoy a well-deserved moment with one of our bakes.
17 Years On. Same Core Values
Today, we’re still independently owned and guided by those same values. Just after Covid, we took a big leap and moved into our new bakery in Holt. Our team has grown, and so has the range of cakes and brownies we bake. We’re as fond of those baked beauties as ever.
We want to become the UK’s most loved online cake maker. We’re not there yet, but we’ll keep putting in the graft to make it happen.
Thank you for taking the time to get to know us. It means masses.
Mark & Iain
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