Viral bakery brand Get Baked has opened its first permanent London location in Covent Garden, partnering with specialty popcorn brand Godfrey's as part of a plan to build 'the UK’s greatest entertainment snack company'. The shop launched on Saturday, July 4, drawing hundreds of customers eager to try the famous Bertha cake – a £20 slice of 24-layer chocolate cake.
Giant Cake and Free Giveaway
The Bertha cake features 12 layers of dark chocolate sponge sandwiched between 12 layers of milk and dark chocolate ganache, inspired by the dessert in Roald Dahl's Matilda. Alongside the classic version, limited-edition white chocolate caramel corn and milk chocolate variants are available. The shop also sells cookies, brownies, pies (including Caramac and Armadillo flavors), popcorn, chocolate bars, premium pick and mix, soda, and themed merchandise.
To celebrate the opening, the first 500 customers received a free slice of Bertha. Social media videos showed queues stretching down the street, with TikToker @grace.wisbey claiming she waited 'for four hours'. Food blogger @southbankfoodie called the store 'the ultimate dessert parlour' and described Bertha as 'pure chocolate heaven'.
Founder's Reaction and Future Plans
Get Baked founder Rich Meyers told Metro that fans began queuing from 8 AM, despite the shop opening at midday. 'It was ridiculous. We were meant to give away 500 free slices of cake, but we ended up giving away more than that as there were just so many people and we felt bad that they’d been waiting for a long time,' he said. A brass band entertained the crowd.
Meyers revealed upcoming projects, including top-secret collaborations following previous partnerships with Lungi Mhlanga (jam on toast cookies) and Edd Kimber (viral chocolate caramel cake). Get Baked will also launch a two-week pop-up in Australia with ice cream brand Messina in August, and is working on an undisclosed project with an iconic London store.
Focus on Godfrey's and Retail Expansion
The partnership with Godfrey's is central to Get Baked's strategy. 'We want to launch it into retail, and have it become a brand you find in cinemas and theatres. Given where the shop is located, it just makes perfect sense,' Meyers said. The goal is to create snacks associated with 'Cinema trips, theatre dates, sofa movie marathons, and guilty late-night binge-watches'.
The opening coincided with Cake Picnic in Greenwich Park, where 500 foodies enjoyed unlimited homemade cake slices. Get Baked's permanent shop marks a milestone for the brand, which gained fame through viral online sales and pop-ups.
