Cake & Bake London to move to Excel with Media 10

Chocolatier Paul A Young in The Cake Kitchen (John Nunn)
Chocolatier Paul A Young in The Cake Kitchen (John Nunn)

The London arm of baking show Cake & Bake will move from Earls Court to Excel in 2015, following Media 10's acquisition of the event.

Media 10 told Event that it also plans to launch more regional versions of the show, as well as extend the offering through new sections and bigger events. It also added that news of the re-book has led to a number of unconfirmed "big brands" showing interest in supporting next year's Cake & Bake.

The relocation plans come as the show’s new owner plans to expand the capital’s show past its 30,000 visitor numbers next year. Taking place in both London and Manchester, Cake & Bake currently attracts a combined audience of 50,000.

Lee Newton, chief executive of Media 10, said: "I am delighted to announce that Media 10 has concluded a deal to take full ownership of the Cake & Bake shows. These events fit perfectly into our portfolio of consumer exhibitions and offer further proof that Media 10 is the powerhouse of consumer events in the UK.

"We have tremendous expansion plans for the brand and will build upon the fantastic foundations of the past few years."

He continued: "For the past ten years, Media 10 has run the industry’s most decorated consumer event – Grand Designs Live – at London’s Excel and the event goes from strength to strength at this venue.

"The move allows Cake & Bake to grow, to make use of the fantastic facilities at the venue and to hopefully emulate the success of Grand Designs Live, which from a three-day launch in 2005 now covers nine days in London, four in Birmingham and has rolled out successfully in South Africa and Australia. This just gives an example of how a show can develop and we have great plans for this already successful event."

This year’s London event took place last weekend (3-5 October), while the Manchester show went ahead in April. Last week’s event saw brand activations from sugar brand Billington’s, which hosted cook Rosemary Shrager and The Great British Bake Off 2013 winner Frances Quinn in The Cake Kitchen, kitchen appliance company Neff, which on its stand featured demonstrations from online baking community Bake It Yourself, and cake decoration retailer Renshaw, which brought along a Modelling Magic stand.

Luke Collings, managing director of the Cake & Bake shows, added: "We are delighted to have agreed terms of sale with Media 10, an organiser with an unrivalled track record of growing shows to their full potential. They are passionate about the sectors in which they operate, and we are really excited about some of the developments we have been talking to them about for the future of the Cake & Bake shows.

"We have brought Cake & Bake to a point where it has become the largest food show London and Manchester have to offer, but feel it is now time to move it on to a new level, and we can’t think of a better company than Media 10 to undertake this task."

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