Exhibiting at International Food & Drink Event (IFE) 2025

Too Much Sugar Bakery is a London-based artisan bakery redefining the intersection of East Asian flavors and Western patisserie. Known for its meticulously crafted cakes, pastries, and seasonal delicacies, the brand has emerged as a cult favorite in the UK’s premium dessert segment. Founded by Winnie, a passionate baker with roots in both traditional Asian baking and contemporary pastry arts, the company delivers nostalgia-infused treats with modern aesthetics.

With a growing customer base spanning individual retail clients, private events, and wholesale collaborations, Too Much Sugar Bakery has positioned itself as a premium, culturally rich dessert destination in the heart of London.

Core Business

Too Much Sugar specializes in the creation and sale of handcrafted, flavor-forward baked goods inspired by East Asian ingredients and techniques. The business operates across:

• Retail e-commerce via their official website and social media orders
• Bespoke celebration cake services for weddings, birthdays, and corporate events
• Seasonal and holiday collections aligned with Lunar New Year, Mid-Autumn Festival, and more
• Pop-up shops and event catering throughout the London area

Every product is handmade in small batches using premium, often imported ingredients to ensure authenticity and quality.

Product & Service Offerings

Too Much Sugar’s offering is diverse, flavor-rich, and culturally nuanced:

1. Cakes

• Pandan & Coconut Cake
• Seasonal Fruit Cream Cake
• Durian Cake Roll
• Strawberry Shortcake

2. Pastries

• Signature Japanese Cake Roll
• Pork Floss Cake Roll
• Macarons (Asian-inspired flavors like Yuzu, Matcha, and Black Sesame)

3. Snacks

• Matcha & Hojicha Shortbread Tin
• Gochujang & Lime Nut Mix
• Sticky-Sweet Miso, Sesame & Honey Nut Mix

4. Seasonal Specials

• Mooncakes (Mid-Autumn Festival)
• Nian Gao (Lunar New Year)

5. Custom Services

• Custom Celebration Cakes
• Wedding Cakes
• Private Event Catering & Corporate Gifting

Too Much Sugar’s catalogue shifts frequently to celebrate seasons, traditions, and culinary trends, giving it a dynamic and ever-relevant product mix.

Specialisation and USP

Too Much Sugar stands out in the competitive London patisserie scene with:

• Fusion of East Asian and Western baking traditions
• Cultural storytelling through flavor, using ingredients like pandan, durian, miso, hojicha, and gochujang
• High-end, Instagram-worthy packaging and presentation
• Seasonal exclusives and limited-batch launches to generate anticipation and loyalty
• Custom cakes that blend design artistry with flavor innovation

The bakery caters to a niche yet rapidly growing demographic of foodies who crave authenticity, novelty, and visual appeal in equal measure.

Financials

As a small private business, financial data is not publicly disclosed. However:

• Consistent sold-out batches on pre-order items during festive periods indicate high demand
• Average price point per cake: £38–£65
• Snacks and gift items: £8–£20
• Seasonal box sets and bundles: Often priced at £30–£55

The brand’s pricing strategy aligns with its premium positioning, targeting a quality-conscious clientele.

Shipment Records

Too Much Sugar primarily operates within the UK. Based on available order and distribution activity:

• Nationwide shipping for non-perishable items like snack tins and mooncakes
• London-focused delivery for perishable goods like cakes and pastries
• Wholesale and event catering to boutique cafes and art spaces in East and Central London

While international exports are not yet part of the business model, the brand is primed for scalable e-commerce expansion.

Target Market

The bakery caters to a distinct and loyal target demographic:

• Millennials and Gen Z in urban centers, particularly those of East and Southeast Asian descent
• Cultural enthusiasts and foodies seeking authentic, artisanal, globally inspired desserts
• Event planners and wedding clients looking for bespoke, themed desserts
• Corporate clients sourcing culturally relevant gifting options during major festivals

Too Much Sugar capitalizes on the convergence of cultural pride, artisanal craft, and social media virality.

Capabilities

• In-house production kitchen managed by skilled patissiers and decorators
• High customization capacity for cakes, packaging, and flavors
• Dynamic seasonal R&D to keep product line evolving
• E-commerce-ready operations including digital order processing and customer service
• Event catering and logistics support for launches, brand activations, and weddings

The business demonstrates agility and craftsmanship in both B2C and B2B environments.

Certifications and Compliance

• Compliant with UK Food Safety Standards
• Registered with the Food Standards Agency (FSA)
• Operates a Hygiene Rated Kitchen with documented preparation processes

These operational assurances make the brand a reliable partner for private and corporate events.

Customer Testimonials

Social media and web reviews consistently highlight:

• “Incredible flavor combinations — unlike anything else in London.”
• “The mooncakes were a hit with my entire family — both traditional and contemporary at once.”
• “Stunning presentation. These cakes are as much art as they are dessert.”

Repeat purchases and referral-based growth form the backbone of the brand’s customer retention strategy.

Major Achievements

• Featured in TimeOut London’s “Best Lunar New Year Treats” list
• Collaborations with Asian-owned pop-up markets and cultural festivals
• Sold out 2023 Mid-Autumn Festival Collection within 3 days
• Recognized on Instagram and TikTok with thousands of organic shares

Too Much Sugar Bakery continues to expand its influence as a beacon of creative cultural confectionery, making it one of the most exciting emerging patisserie brands in the UK’s artisan food scene.