Welcome To The Sponge Journal

Stories, slices and a little behind-the-scenes mischief.

Our blog is where we share the stories, ideas, inspiration and cake-filled moments that make Sponge what it is.

From baking tips and behind-the-scenes peeks to seasonal launches, gifting ideas and a little bit of cheeky cake chat, this is your place for all things playful indulgence.

15.10.25
- Tags:
- Community
Sparking Joy: A Conversation with Ruth Martin of Finisterre

Sparking Joy is our series celebrating the people in our community and the simple things that make them smile, create, laugh, and connect.
30.09.25
- Tags:
- Cake
No Tricks, Just Treats: Unleash Our Halloween Cake Collection

Halloween is creeping closer, and what better way to celebrate than with a delicious Halloween cake?
30.09.25
- Tags:
- Company
A New Look, The Same Sponge You Love

Sixteen years ago, Sponge began with one simple idea: to bake delicious sponge cakes that bring people together.
03.09.25
- Tags:
- Cake
Virgo Birthday Gifts and Treats for September Birthdays

There is a reason September is packed with candles, confetti, and birthday cake.
22.08.25
- Tags:
- Cake
Cake Cards: Because Sometimes a Greeting Card Just Isn't Enough

Remember the excitement of opening a birthday card and finding a surprise tucked inside? Well, imagine that feeling, but with cake.
20.08.25
- Tags:
- Cake
The Magic of Letterbox Brownies: Sending a Hug in Chocolate Form

There are few things in life guaranteed to raise a smile quite like opening your front door and discovering a box of rich, fudgy brownies waiting for you.
23.07.25
- Tags:
- Cake
How to Make the Ultimate Ice Cream Brownie Sundae

Summer holidays are here, and with them comes the eternal challenge of finding fun activities that keep everyone happy. Thankfully, we have the answer: the ultimate Ice Cream Brownie Sundae.
27.06.25
- Tags:
- Cake
How to Plan the Perfect Summer Picnic: Sweet Memories, Sunshine & Cake

There’s something wonderfully nostalgic about a summer picnic.
12.05.25
- Tags:
- Community
A Slice of Support: Why Community Matters at Sponge

Cake creates connection, conversation, and community. This Mental Health Awareness Week, Sponge is sharing over 1,000 slices of cake across Norfolk to help bring people together.
06.05.25
- Tags:
- Cake
A Love Letter to Chocolate Fudge Cake

Chocolate Fudge Cake. Three little words that instantly bring back memories, celebrations, comfort, and joy.
22.04.25
- Tags:
- Company
Award-Winning Cakes: Celebrating Success at Britain's Best Cake Awards 2025

From Gold to Silver and Bronze, discover the award-winning Sponge cakes that impressed some of Britain's leading baking experts.
16.04.25
- Tags:
- Cake
Tea and Cake, Cake and Tea: Our Favourite Pairings for National Tea Day

Whatever your preference, we all have a favourite cup of tea.
04.04.25
- Tags:
- Curiosities
Add a Little Extra Joy This Easter

We’ve created a handful of free Easter downloads to help you add a personal, creative touch to the season
02.04.25
- Tags:
- Curiosities
Interview with Mr E. Bunny: Official Easter Cake Tester

Bringer of sweet treats, hider of chocolate eggs, and unofficial expert on all things Easter, Mr E. Bunny knows a thing or two about celebrating the season.
10.03.25
- Tags:
- Curiosities
Treasure Hunting: How to Create the Ultimate Easter Egg Hunt

Easter isn't just about chocolate eggs. It's about adventure, excitement, family fun, and the thrill of discovering hidden treasures.
28.02.25
- Tags:
- Cake
How to Create a Stunning DIY Wedding Cake Using a Ready-Made Base

As more couples take a hands-on approach to make their celebration unique, the DIY wedding trend is on the rise.
28.02.25
- Tags:
- Cake
The Sweetest Mother’s Day Gifts: Cakes, Brownies & Letterbox Surprises

Mother’s Day is the perfect opportunity to celebrate the person who always puts everyone else first.
04.02.25
- Tags:
- Curiosities
Cakes We Wish Existed in Fantasy Worlds

There’s something magical about cake and imagination.
04.02.25
- Tags:
- Curiosities
The Mystery of Jack Valentine: Norfolk’s Sweetest Tradition

There’s something magical about discovering an unexpected gift waiting on your doorstep.
31.12.24
- Tags:
- Cake
Bake Off and Beyond: Why We Can’t Get Enough of Baking Shows

From showstopping cakes to last-minute decorating disasters, competitive baking shows have become some of the UK's favourite feel-good television.
31.12.24
- Tags:
- Cake
The Great Cake Debate

From Victoria Sponge Cake to Chocolate Brownies, Britain loves a good sweet treat. But some cake questions continue to divide the nation. Is Victoria Sponge still the UK's favourite cake? Does cheesecake really count as cake? And where exactly do Jaffa Cakes fit in?
23.12.24
- Tags:
- Cake
Frosting vs Filling: The Great Cake Debate

When it comes to cake, there’s one delicious question that divides dessert lovers: frosting or filling?
23.12.24
- Tags:
- Company
Sponge Achieves Vegan Society Accreditation

We’re delighted to announce that Sponge is now officially accredited by the Vegan Society, a milestone that reflects our commitment to creating delicious, high-quality vegan cakes and treats for everyone to enjoy.
20.12.24
- Tags:
- Community
Sponge in the Community

At Sponge, cake is about more than great taste. It’s about bringing people together, supporting local communities, and creating moments worth sharing.

Sponge Journal

Stories, slices and a little behind-the-scenes mischief.

Sparking Joy: A Conversation with Ruth Martin of Finisterre

No Tricks, Just Treats: Unleash Our Halloween Cake Collection

A New Look, The Same Sponge You Love

Virgo Birthday Gifts and Treats for September Birthdays

Cake Cards: Because Sometimes a Greeting Card Just Isn't Enough

The Magic of Letterbox Brownies: Sending a Hug in Chocolate Form

How to Make the Ultimate Ice Cream Brownie Sundae

How to Plan the Perfect Summer Picnic: Sweet Memories, Sunshine & Cake

A Slice of Support: Why Community Matters at Sponge

A Love Letter to Chocolate Fudge Cake

Award-Winning Cakes: Celebrating Success at Britain's Best Cake Awards 2025

Tea and Cake, Cake and Tea: Our Favourite Pairings for National Tea Day

Add a Little Extra Joy This Easter

Interview with Mr E. Bunny: Official Easter Cake Tester

Treasure Hunting: How to Create the Ultimate Easter Egg Hunt

How to Create a Stunning DIY Wedding Cake Using a Ready-Made Base

The Sweetest Mother’s Day Gifts: Cakes, Brownies & Letterbox Surprises

Cakes We Wish Existed in Fantasy Worlds

The Mystery of Jack Valentine: Norfolk’s Sweetest Tradition

Bake Off and Beyond: Why We Can’t Get Enough of Baking Shows

The Great Cake Debate

Frosting vs Filling: The Great Cake Debate

Sponge Achieves Vegan Society Accreditation

Sponge in the Community