Flavour of the Month: Bakewell Cake

What can be better than opening a box delivered to your door to find that it contains not only cake but your favourite, smile-inducing cake. Choosing chocolate, longing for lemon or ravenous for red velvet? There’s a cake for that. 

Over the years, we have introduced, updated and sometimes had to say goodbye to different flavours of cake in our core line-up. It might mean that the cake connections we hope to make are not possible. It’s a sad day when a cake we know is loved by many has to take a step back from the limelight but there is a reason… It gives us an opportunity to take a look at the cake and ask ourselves ‘If we were to bring it back, how would we make it better for our customers?’ 

Well, please take a minute to welcome back our much-loved, award-winning Bakewell Cake. It took a step back and now we are ready for it to be our first flavour drop of 2026. The irresistible combination of almond sponge, raspberry jam and soft buttercream is available for a limited time - plus it's available in vegan and gluten free too! 

Bakewell - a charming market town in the heart of the Peak District but also the name of a classic British treat. As with most of the nation's treasured treats, it has an interesting origin story. Way back in the 1820s, the landlady of a public house in Bakewell had a simple request: a jam tart. But her cook got a little… creative. Instead of mixing the egg and almond paste into the pastry, she spread it right on top of the jam.

A happy accident that stole hearts, became a local favourite, and eventually made its way into the cookbooks of legends like Mrs. Beeton. Well fast forward about two hundred years and here at Sponge, we thought, wait we love bakewell and we love cake - can we evolve the magical flavours of this British tart into one of our cakes? 

Well we did it… infusing our soft sponge with natural almond oil, slathering raspberry jam and spreading sweet whipped buttercream and decorating with toasted flaked almonds - and winning an award in the process! It won hearts, created smiles and brought joy to cake lovers all over the country. 

At Sponge, NPD isn’t just a fancy acronym - it’s our way of keeping your taste buds on their toes. It’s about dreaming up new cakes that make you gasp with delight, and sometimes giving old favourites a little time out to tweak, perfect, and come back even better than before. Think of it like a tastebud bootcamp: some cakes need a rest, a sprinkle of extra magic, or a fresh twist before stealing the spotlight again. Every new launch, every reimagined classic, is our way of making sure that every slice you bite into is exactly the kind of joy you were hoping for. And this was the case for the Bakewell; it needed some time to make it just right. 

So for January 2026, you will be able to enjoy the evolution of our Bakewell. We haven’t changed too much (who would mess with perfection?) but what we have done is given it a spruce up with a frosting of delectable buttercream and decorated with chopped almonds to make it even more…well… moreish. 

Let’s get between the layers of the January bake. A classic sponge should be buttery, soft and sweet - a combination we have spent years cracking with culinary science. (We are so confident in our sponge abilities that we named our company after them.) Now for the Bakewell, we have added a natural almond flavouring to allow the cake to take on the deep, sweet flavour without adding too much extra liquid making the cake soggy or too many dry ingredients, allowing for an even rise and ensuring an airy, utterly sliceable cake.

Next, the spoon lickable buttercream (another Sponge secret) whipped to perfection and literally the glue which holds our cakes together. Whipped, folded, and scraped until it’s smooth, airy, and creamy. Combine this cloud of buttery sweetness with a tart fresh taste of raspberry jam, and boom, happiness in cake form. Not just that but raspberry and almond is a traditional pairing - the nutty, warm notes with the tangy brightness in the jam make for many happy dances. 

Now the question we always ask ourselves? When would you serve this bake? Well, the truth is… whenever you want to be a hero. Its crowd-pleasing flavours mean it works for everyone - from your friend who swears by classic almond, to the one who never says no to a jammy bite. Traditional with a twist, comforting but cheeky, it’s the kind of cake that sparks smiles, starts conversations, and might even disappear faster than you intended. Basically, it’s perfect anytime someone deserves a little slice of joy.

House-warming? Hump days? Hangouts? This is the cake when you want a classic but need something a little extra. Our January Bakewell is here to bring a slice of joy and with gluten-free and vegan versions available, everyone can join in the fun (and yes, it’s just as indulgent as the original!). But don’t dawdle, when it’s gone, it’s gone. 

So grab a slice, share a smile, and make the most of every bite… and just imagine what cheeky, delicious surprise February might bring!