Our Sponge Story

It all started in our founder’s little café...

With a slice of sponge and a simple truth: cake makes people smile - a lot.

Back in 2000, we served our first slice at the higgledy-piggledy Byfords of Holt. Baked with proper ingredients and old school care, our cakes quickly earned a loyal following. And we started to wonder… What if more people could have a slice of that happiness?

So in 2009, we packed up the cakes, gave them a fresh new look, and took Sponge on the road. The response? Glorious. Smiles, crumbs, and very happy tummies.

From there, things rose fast.

Now, we send cakes across the country, with next-day delivery, right to doorsteps. We bake for birthdays, thank yous, pick-me-ups and just because days.

Every cake is a message. To connect. To celebrate. To surprise. From rich chocolate and zingy lemon to indulgent caramel and classic Victoria, our flavours are made to spark joy. Whether it’s a single slice or a whole cake, Sponge is about sharing happiness in the most delicious way.

We have grown our range with care, crafting cakes for every taste and dietary need, so no one misses out on a moment.

Because cake is never just cake. It is a hug. A smile. A little slice of happiness.

And the world could always use more of that.

Working with Charities 

At Sponge, we're proud to work with a range of charities across the UK. We have a Norfolk focus, with Norfolk & Waveney Mind, Norfolk & Norwich Hospitals Charity and Woodgreen Pets Charity currently on our partners list. 

We're happy to donate cakes to a charitable cause when we can, so please do email our customer support team with information about your charity event. 

You can read more about our charity partners on our Partnerships page. 

Our Accreditations

Here at Sponge, we're incredibly proud to have received Coeliac UK accreditation in July 2024, and followed it up with Vegan Society accreditation in December 2024 - meaning you can rest assured our gluten free cakes and our vegan cakes are just as good as the standard versions. 

Our gluten free cakes are made in their own bakery to ensure no cross-contamination, and all of our ingredients undergo extensive checks to ensure ongoing compliance. 

To achieve Vegan Society accreditation, our vegan cakes have to meet strict criteria: they are free from animal products, involve no animal testing, and are ethically and sustainably produced. This award ensures customers know our cakes align to values of compassion, sustainability, and plant-based living.