From Multimillion-Pound Cake Business Owner to Industry Mentor: Jenny Gilson Takes Centre Stage at Cake International 2026

Sweet As Success founder, Jenny Gilson, to sponsor Best in Show, award a £4,000 business mentorship, launch a special event newspaper and share the secrets to building a profitable cake business.

Entrepreneur, cake business mentor and founder of Sweet As Success, Jenny Gilson, is set to make a major impact at this year’s Cake International, taking place at the NEC Birmingham from 6–8 November 2026.

Having built a multimillion-pound cake business, Jenny is now on a mission to help other cake makers transform their creativity into profitable, sustainable businesses. And this November, she’s bringing that mission to one of the world’s most prestigious cake decorating events.

With a packed programme of sponsorship, exhibiting, publishing and speaking, Jenny will be playing a prominent role throughout the three-day event, championing not just the artistry of cake making, but the business skills needed to turn that talent into long-term financial success.

Championing Excellence with a £4,000 Best in Show Prize

In a major show of support for the cake decorating community, Jenny is sponsoring Cake International’s prestigious Best in Show award.

Alongside the recognition of winning one of the industry’s most coveted accolades, the winner will receive a place on Jenny’s CPD-certified Cake Business Mentorship programme, valued at £4,000.

The prize is designed to help an exceptional baker take the next step in their entrepreneurial journey, combining creative excellence with the commercial knowledge needed to build a successful business.

Throughout the event, Jenny will be exhibiting with Sweet As Success, connecting with cake makers who are ready to take their businesses to the next level.

Her message is simple: being brilliant at making cakes doesn’t automatically mean you’re brilliant at making money.

Drawing on her firsthand experience of growing a multimillion pound cake business, Jenny helps entrepreneurs understand their numbers, price for profit, build sustainable business models and create businesses that support the lives they want to lead.

At a time when rising costs and pricing pressures continue to challenge small businesses, Jenny is passionate about giving cake makers the confidence and practical tools to earn what their skills are worth.

Adding an exciting new dimension to this year’s event, Jenny will also be producing The Cake International Times, a special eight-page newspaper created for the show.

With 10,000 copies set to be distributed to visitors across the three days, the publication will bring an additional editorial element to the event and provide an opportunity to connect with the cake decorating community.

The newspaper represents another significant investment by Jenny in supporting, celebrating and engaging with the industry.

A Mission to Change the Cake Industry

For Jenny, Cake International is about much more than celebrating extraordinary cakes. It’s an opportunity to inspire a shift in how cake makers think about their businesses and their earning potential.

Having experienced the challenges and rewards of building a successful cake company herself, she is determined to help others avoid costly mistakes and recognise the true commercial value of their talent.

Through Sweet As Success, Jenny is working to empower cake entrepreneurs to move beyond simply making beautiful cakes and start building businesses that deliver financial freedom, confidence and long-term success.

Jenny Gilson, founder of Sweet As Success, said:

“Cake International is such an important event for our industry because it celebrates the incredible creativity, skill and dedication of cake makers. But I’m equally passionate about making sure that all this amazing talent translates into profitable businesses.

“I know firsthand what it takes to build a successful cake business, and I also know how easy it is to work incredibly hard without seeing the financial rewards you deserve. That’s why I’m so excited to be involved in so many different ways this year. I want cake makers to leave Cake International feeling inspired by the incredible cakes they’ve seen, but also empowered to go home and build businesses that truly work for them.”