2 years of Cut the Cake
the American Dream in Sevenum
Innovation Manager San Smets had high expectations for Cut the Cake. But she did not dare to dream that it would be such a success. And that in two years. Because in early November 2022, the band's first American top cakes rolled at Bakker Goedhart in Sevenum.
Affordable quality
“We wanted to reach the hospitality industry with our pastry shop, especially younger hospitality guests. Through market research, we came up with American-style cakes. And that's how Cut the Cake came about.” Hip American top quality cakes, just from the Netherlands. “This allows us to offer affordable top quality,” says San Smets. “We aim for optimal taste and looks. Our cakes are all decorated by hand. And we really want to be distinctive. In name, packaging and flavors, we are at the forefront of the market. In addition, we go very far in unburdening the hospitality industry.”
Unburdening the hospitality industry
Saving time plays a major role. So the Cut the Cake cakes are already cut into pieces and come in sturdy and very recognisable boxes. You'll see what you're looking for right away. Plus, you don't have to take an entire cake out of the freezer, with a mix of different flavors that you let thaw, you'll have a choice for the guest in no time and you'll be flexible. The Cut the Cake bakers also provide inspiration via the socials. San Smets: “We provide fun and original serving suggestions for the coffee and tea time. In addition, the cakes are also a perfect base for a tasty dessert. We are also happy to provide inspiration for this, from seasonal tips to thematic creations. How about a Halloween Carrot cake or a Mother's Day Red Velvet? Original, delicious and easy.”
For example, Cut the Cake helps the hospitality industry save time and waste and surprise their guests.
First the Netherlands, then the world
And that caught on. The first cakes were made in November 2022 and in January, Cut the Cake was at Horecava with a dazzling stand. “We had so much run-up and received such nice reactions, it was really a boost for the team.” It was necessary, because it was a struggle to win a spot among wholesalers. But the hard work had results: after 2 years, Cut the Cake is now wholesale almost everywhere in the Netherlands and in various countries. A success that tastes like more. Cut the Cake wants bigger and better. “Our ambitions are great, completely in line with the American dream. More volume, being on display in even more things and conquering abroad. And, of course, new flavors and new shapes suitable for multiple moments of consumption. Everything, of course, features the retro design of Cut the Cake.”
New products
Product developer Eduard and key account manager Richard and San formed the basis of Cut the Cake. A strong team that is always looking for new flavors. The latest one will be introduced at Horecava 2025. San Smets may not say what that will be yet, but she would like to give a hint: “It is a colorful variant, with which we will reach new target groups in the hospitality industry. He's going to look really special.”
Patisserie is hip and fun
“Cut the Cake shows that pastry can also be hip and fun. A real innovation in the baking industry.” And a challenge for the bakers in Sevenum, because these luxury cakes are not an easy product to make. “But thanks to good cooperation and more than a hundred years of baking experience, we always get it done.”