A New Look, The Same Sponge You Love
Sixteen years ago, Sponge began as a small café in Norfolk with one simple idea: to bake cakes that bring people together.
From birthdays to weddings, rainy afternoon pick-me-ups to slices sent with love across the miles, over 1.2 million of you have shared a Sponge moment with us. That’s a lot of candles blown out, smiles baked in, and joy delivered to doors all over the UK.
Through it all, we’ve stayed true to what matters most: hand-crafted cakes baked with care, British-first ingredients, planet-friendly packaging, and the joy of sharing something delicious with the people you love.
A Fresh Look for Sponge
Now, it’s time for the next step in our journey. You might have noticed - we’ve had a little makeover. A fresh logo, new colours, and a brighter look that reflects exactly who we are today. It’s a refresh we’re really excited about, but here’s the most important part: the heart of Sponge hasn’t changed.
In fact, this new look marks the beginning of more.
What’s New (and What’s Coming)
- More flavours you love plus new surprises every month with our flavour drops.
- More free-from choices because everyone deserves good cake, and our gluten free and vegan bakes are here to prove it.
- More ways to personalise; from gift messages to toppings and extras, we’re making it easier than ever to bake it personal.
- More little touches with thoughtful details that make every Sponge delivery unforgettable.
Because to us, cake is never “just cake.” It’s the smile that arrives in a box. The moment of togetherness around a table. The joy of knowing someone thought of you. That’s why our new line is simple but powerful:
Our refreshed look is more than a lick of paint - it’s a promise. To keep creating cakes that feel like yours. To bake joy into the everyday. To be the little surprise that makes your day better.
A Sweet Surprise to Celebrate
Of course, we couldn’t launch our new look without a treat. By popular demand, our Legends Brownies are back! These gooey, fudgy squares earned cult status with you, and now they’re part of our core range; available in both standard and gluten free. They’re here to stay, because legends never really leave.
Here’s to More Moments Worth Sharing
This new chapter is all about you: the cake lovers who’ve grown with us since that very first café. Thank you for every order, every slice shared, and every moment you’ve let Sponge be part of.
Here’s to more bakes, more joy, and more memories worth sharing. The look might be new, but the Sponge you love is here to stay.
Love,
Sponge