A Slice of Support: Why Community Matters to Us at Sponge

At Sponge, we love cake (obviously). But we also love what cake does—how it gathers people around tables, sparks conversation, and helps turn ordinary moments into little celebrations. Whether it’s a wedding, a birthday, or just a Friday that needed rescuing, cake shows up. And this May, we’re making sure it shows up with purpose.

We’re proud to be partnering with Norfolk and Waveney Mind for Mental Health Awareness Week (12-18 May 2025), and we’re doing what we do best: sharing cake. Over 1,000 slices, in fact.

This year’s theme is community—something we care about deeply. Not just the kind of community that follows you on Instagram (though, hello 👋), but the kind that brings people together in real life. The kind that listens, supports, and shows up when it matters.

Let’s be honest—mental health is a subject that affects far more people than many realise. Around 1 in 4 people in England will experience a mental health issue at some point in their lives. That’s not just a statistic. That’s your friend, your colleague, your neighbour—or maybe it’s you.

So, how do we help? By doing what we can, in the way we know how. We’re donating cake to Norfolk and Waveney Mind’s events and REST Community Wellbeing Hubs across the county, including:

• The Norfolk Bluebell Wood Burial Park Open Day in Hainford, Norfolk (3rd–5th May)
   

• The Stody Classic Car Show (18th May)
   

• REST Community Wellbeing Hubs throughout Mental Health Awareness Week (12th–16th May)

Why cake? Because it’s more than flour and eggs. It’s something people gather around. Something that says, “Take a moment. Sit down. You matter.”

And when it’s shared in the right space—like one of Norfolk and Waveney Mind’s Rest Hubs—it becomes a catalyst for connection. A warm, familiar way to help people feel seen and supported.
 

At Sponge, community isn’t just a checkbox on a company values list. It’s in our DNA. We’re a team of real people who care about our customers, our region, and the wellbeing of those around us. We believe businesses—big or small—should play a role in making their communities stronger, kinder, and more connected.

So this May, if you see our slices of Victoria Sponge or a cheeky bit of chocolate fudge, know it’s not just about the cake (though we won’t lie, it is good cake). It’s about supporting something bigger.

Mental Health Awareness Week reminds us that we’re all in this together. And if we can help someone feel a little less alone—with cake in hand and a smile across the table—then we’re doing something right.