Batter up
Ditch the cupcakes, please
No more pie bars. Cake pops have had their moment. In 2022, bakers will give us the badly *kneaded* cake break that we’ve all been waiting for. People will craft elaborate cakes to express whatever mood they’re in, from gravity defying tiers to bubble and 3D cakes. This trend is especially popular among millennials, Gen X and boomers.
Creator Spotlight
You get more than basic flavours when you follow Scott Ball. Just take a look at his decadent dark chocolate s’mores bars or ginger and rum pancakes. Follow Scott for eye-catching recipes that take flavour very, very seriously.
‘Cakes are a classic for a reason! You feel special baking them. You feel even more special eating them. Now, I’m experimenting with new, unexpected versions such as bubble cakes and cakes piled high with wacky colours and extra tiers.’
Local spotlight
Batter up in the UK
With the world’s most beloved baking programme born in the UK, Brits will be baking-obsessed in 2022. In a market that’s known for its attention to refined detail, some of the leading cake trends here are more modern than you might expect. Abstract drip cakes and jelly art cakes take these bakes squarely into an edible-art direction, with treats that are truly museum-worthy.
Bring this trend to life
If you’re a food and drink brand…
Help them to make their cake and eat it, too. Use interest and keyword targeting to provide people with extraordinary cake recipes and special ingredients to create edible art.
If you’re an entertainment brand…
Take gravity-defying cake ideas to a whole new level. Partner with a Creator on video ads to give people sweet inspiration for their fandom communities or watch parties.
If you’re a retail or home brand…
Elaborate desserts deserve elaborate presentations. Use collections ads to show people décor and cake displays that complement their top-tiered masterpiece. And don’t forget the smaller appliances too, such as stand mixers and toaster ovens.
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