The Vanilla Valley at Cake International 2025
Every November, the NEC in Birmingham transforms into a sugar-coated wonderland as Cake International takes over - the biggest cake decorating event in the world. From jaw-dropping competition cakes to live demos and industry meetups, it’s the place to be for anyone in the baking and decorating world.
For The Vanilla Valley team, it’s one of the biggest (and busiest!) weekends of the year. I caught up with the team after the show to chat about their highlights, the hard work behind the scenes, and what it’s really like to exhibit at Cake International.
What was your favourite part of Cake International?
There’s one clear theme that came through from everyone: the people.
Steve summed it up perfectly:
“My favourite bit is setting up the stand, the excitement of the show ahead and seeing everyone from last year.”
Andy agreed, saying the buzz of being surrounded by so many passionate, creative people is unbeatable:
“I just love meeting all the cakey people. The atmosphere is incredible, and it’s amazing to be in a room full of so much talent.”
For Jo, Becca and Tara, it’s also about those face-to-face connections that make all the difference:
“It’s really important to build relationships — not just with customers, but with the companies we work with too,” Jo said.
“I love meeting the people whose names we usually just see on invoices,” added Tara. “It’s lovely to hear their feedback in person.”
“Getting to see our customers and suppliers in person is like a big reunion,” said Becca.
And of course, Aly couldn’t resist a wander around the competition area:
“And seeing all the competition cakes up close — it’s crazy what can be achieved with cake,” Aly added.
What’s the hardest part of the show?
The verdict was unanimous: the breakdown.
“Five o’clock to eight o’clock on Sunday night, taking the stand apart and packing it away is horrible,” Steve admitted.
“Breakdown breaks me,” Andy laughed. “After such a long weekend, getting everything back on the lorry and driving home is tough.”
Jo mentioned the physical toll of being on your feet for four days straight:
“It’s hard work… especially when you’re in your forties!”
Becca agreed:
“You don’t sit down for four days. Once you finally stop, it all catches up with you — that car journey home is brutal.”
How are you feeling now, a couple of days after CI?
In short? Tired, but happy.
Steve said he’s “pleased it’s done” and already looking forward to the next one, while Andy noted that it usually takes about a week to recover.
“But I feel really positive. We had a great show and met some awesome people.”
Jo, Becca, and Tara all admitted to feeling achy and sore, but proud of how it went. Aly summed it up nicely:
“I’m exhausted, but it was an amazing experience.”
How did this year compare to previous years?
This year’s show had something extra — The Vanilla Valley’s live demo area, which proved a massive hit.
“The stand was better,” said Jo. “We had the demo booth which I think was a success. Everyone who demoed for us said they were really happy and want to come back next year.”
Tara agreed:
“It created so much more interaction, we met loads of new cake artists.”
Becca said,
“Sugar Screams was great fun this year, and the demos really added to the energy on our stand.”
Andy noted that while the show itself may have been a bit smaller, “the buzz was still very much in the room. The interest in the industry is definitely still there.”
And for Aly?
“Well, I didn’t have a raging ear infection this time, so that’s already a win!”
What’s it really like to exhibit at Cake International?
Everyone agreed - it’s hard work, but so worth it.
“It’s good fun, and it’s great to meet customers and suppliers,” said Steve. “It’s a kind of yearly reunion, and we love doing it.”
“It’s the hub of the industry,” added Andy. “If you’ve got any interest in cake decorating or cake supplies, you have to be there.”
Jo described it as “full-on, long days but rewarding,” while Becca said the best word for it is simply “exciting.”
Aly summed it up beautifully:
“It’s an experience you can’t really put into words. You just have to be there.”
What might surprise people about your stand?
Many visitors don’t realise just how much time and planning goes into creating The Vanilla Valley’s vibrant display.
“People don’t think about the effort it takes to put a stand like that together,” said Steve. “We start planning months in advance.”
Jo revealed,
“Some people might think it takes a few weeks, but we usually start around April or May. It take up a lot of our lives, especially the last six weeks which are nonstop.”
Becca agreed:
“Visitors see the stand for a few days, but not the months of work before or the weeks after when we’re unpacking it all again!”
Even Aly was surprised:
“I didn’t realise it took that much work until I saw it firsthand.”
How was the Cake International Awards night?
The Awards were a welcome chance for everyone to unwind after a packed few days.
“It was really enjoyable,” said Steve. “For a first attempt at running an awards ceremony, ICHF did really well.”
Although Andy joked he was “a bit disappointed” not to win this time, he said the night was “great fun, everyone just lets loose and celebrates.”
Jo and Becca both loved getting glammed up:
“It was nice to see everyone out of work mode,” said Jo. “You’re not manning a stall or serving customers. You’re just having a few drinks and enjoying yourself.”
“It was lovely to spend time with all the other companies having fun, not working for once,” Becca added.
Aly also highlighted the importance of recognising creativity:
“It’s really lovely to see people in the creative industry get recognition for all the hard work they do.”
Set up or break down?
No hesitation here set up wins, hands down.
“Definitely set up!” said Steve. “Breakdown? I’d love to just walk out at five o’clock and leave it all there!”
Everyone echoed the same feeling: the buzz of the build, the satisfaction of seeing it all come together, and the excitement of the show ahead makes it all worth it.
Until Next Year...
Cake International is always a whirlwind. Early mornings, late nights, sore feet, and endless laughter. But for The Vanilla Valley team, it’s one of the highlights of the year.
A place to connect with the community, share what we love, and be inspired by the creativity that makes the cake world so special.
Bring on the next one.