Cake firm in deal with Selfridges

A cake firm set up by two Norfolk entrepreneurs has secured a deal with Selfridges.

Sponge, established by Mark Joll and Iain Wilson, has already built up a portfolio of customers including Jarrold, the University of East Anglia, the Elveden Estate and Bewilderwood Adventure Park since July.

And the cakes will now be stocked in the London department store's food hall and be rolled out to Selfridges in Birmingham and Manchester.

The company, based in Holt, offers a range of cake flavours which can be bought whole, by the slice or as a mini-cake.

Mark Joll, former purchasing director in the Netherlands for the Compass Group, said: 'We've taken a traditional product, given it an up-to-date feel, made with great ingredients, in small batches, by a team which takes pride in the cakes we make.'

His business partner Mr Wilson also owns Byfords and the King's Head in Holt, co-owns The Pigs pub in Edgefield, and is joint director of the Assembly House in Norwich.