At IMP & MAKER, we believe the best gifts are made up of brilliant things from brilliant people. That's why we're always excited to introduce you to the makers behind the products in our hampers.
This time, we're introducing you to Sponge, the Norfolk cake makers behind the delicious little mini Victoria sponges tucked into our best-selling afternoon tea hampers. And, as you'll soon discover, they take their belief that cake makes people happy very seriously.
Because let's be honest, no afternoon tea is complete without cake.
Meet Sponge: The Norfolk Bakery Making People Happy
Sponge began with a wonderfully simple idea: cake makes people happy.
Founded by Mark Joll and Iain Wilson in 2009, Sponge started life as a small café bakery in Norfolk. Fast forward 17 years and it has grown into one of the UK's leading online cake businesses, with a team of bakers creating and delivering handmade cakes, brownies and sweet treats across the country.
While the business has grown, that original idea has stayed firmly at its heart.
Sponge isn't just about baking delicious cakes. It's about the little bit of joy that comes with giving one, receiving one or sitting down and enjoying it together.
And that's something we can very much get behind.
From Small Bakery to Nationwide Cake Business
Since launching in 2009, Sponge has come a long way.
The range has grown from traditional celebration cakes to include brownies, Baby Sponges, personalised Cake Cards and a whole host of gifting treats. There are vegan and gluten-free options too, making sure there is something for everyone.
The team still bakes from their bakery in Norfolk, putting plenty of care into every stage of the process, from mixing and baking through to filling, decorating and packing.
And their approach to creating new products is refreshingly simple: would we be excited to eat it?
We think that's a pretty good question to ask.
The Mini Victoria Sponges in Our Afternoon Tea Hampers
Those mini Victoria sponges you'll find nestled inside our afternoon tea hampers? They're made by Sponge.
Small in size, but very much delivering on the important stuff: soft sponge, delicious filling and that unmistakable Victoria sponge charm.
They're one of those additions that make our afternoon tea gifts feel extra special. Because when you're putting together an afternoon tea hamper, it's the details that matter.
A pot of tea. Something sweet. A little treat you weren't expecting.
And, of course, cake.
Our afternoon tea hampers are designed to bring that feeling of a proper afternoon tea at home, without needing to book a table or put on your smartest shoes. Sponge's mini Victoria sponges fit right in.
Why We Love Working With Sponge
At IMP & MAKER, we're all about bringing together fantastic products from independent makers and businesses to create gifts that feel a little different.
That's exactly why Sponge is such a lovely fit for our hampers.
Their philosophy is all about creating moments of joy through cake, while ours is about creating memorable gifting experiences through great food and drink.
Put the two together, and you get a pretty lovely afternoon tea.
We also love that Sponge's cakes are handmade in Norfolk. Supporting independent makers and celebrating the people behind the products is a huge part of what we do, and it's always nice to know the story behind something we're putting into a gift.
More Than Just Cake
Sponge describes itself in three words: Fun. Handmade. Joy.
Although, as they admit, they'd happily squeeze "cake" in there too.
We'd probably agree.
From classic Victoria Sponge and Chocolate Cake to brownies, personalised Cake Cards and playful creations like Baby Circus Tents and Baby Beach Huts, Sponge doesn't take cake too seriously.
And we like that.
They've even recently launched their Matcha & Vanilla Cake, proving that after nearly two decades, there's still plenty of room to experiment.
A Cake for Every Occasion
One of the things we love most about Sponge is their belief that cake doesn't always need a reason.
Birthday? Cake.
Congratulations? Cake.
Thank you? Definitely cake.
Tuesday afternoon? Also cake.
It's a philosophy that feels very at home here at IMP & MAKER. Gifting doesn't always need a big occasion. Sometimes, the best gifts are the ones that simply say I thought you'd like this.
And if that gift happens to arrive as an afternoon tea hamper filled with delicious things to share, even better.
Cake Makes People Happy
We love knowing the story behind the products that go into our hampers, and Sponge is a perfect example of why. From their Norfolk bakery to the little mini Victoria sponges that make their way into our afternoon tea hampers, there are real people, plenty of care and a whole lot of cake behind every bite.
If you've enjoyed getting to know Sponge, you can discover more of their cakes, brownies and sweet treats over on their website, or follow them on social media for your regular dose of cake inspiration.
And if all this talk of cake has left you craving an afternoon tea of your own, take a look at our afternoon tea hampers. Packed with delicious treats and made for sharing, they're the perfect excuse to put the kettle on and make a little occasion out of it.
Because Sponge said it best: cake makes people happy. And we couldn't agree more.
