The Icecraft Trophy: Britain’s new challenge to put the icing on the cake

British Sugar, PME and ICHF offer a chance at sweet success

This weekend at Cake 2007 - the Sugarcraft and Cake Decoration show, British Sugar, Knightsbridge PME and ICHF announced the launch of a new competition, the Icecraft Trophy, a year long search to find Britain’s most talented cake decorator.

Using 2.5kg of Icecraft Sugarpaste, competitors have total creative freedom to design and decorate the cake of their dreams, competing for the first prize of the Icecraft Trophy and a £500.00 cheque.

With free entry, all participants are welcome, including craft bakers, confectioners and cake decorators. The initial entry deadline is the 31st March 2008 and requires a photograph of a cake which could be reproduced in two hours at the live regional semi-finals throughout the country. The winning entry will be chosen at the live Grand Final, November 16th at Cake 2008, NEC, Birmingham.

Myra Hales, British Sugar’s Marketing Operations Manager, said: “We are delighted to launch this new, national, live competition, the Icecraft Trophy at Cake 2007, to give talented cake decorators the chance to display their skills.” This sentiment was echoed by David Bennett, Managing Director of ICHF who said “We hope that it will encourage and inspire people from across the UK to enter and look forward to welcoming everybody to the NEC on the 15th & 16th November 2008”.

Icecraft Sugarpaste was launched earlier this year and offers a smoother sugarpaste, with easier handling and a cleaner taste. “We listened to the needs of cake decorators in developing Icecraft, so it will be a pleasure to see it used in what I’m sure will be an exciting and creative competition” said Myra.

To request an entry form, participants should call: 0208 590 5959 or click on the link below to download a printer friendly document.

Comp schedule single PDF for web.pdf

Note to editors:

• The Icecraft Trophy is sponsored by British Sugar plc, Knightsbridge PME Ltd and ICHF Ltd.
• British Sugar is the leading supplier of sugar to the UK. It produces around 1.1 million tonnes a year from sugar beet at four factories.
• The competition requires entrants to produce an original decorated cake to fit within a 38cm (15”) square in two hours at the live final stages. The creation may be any shape and the competitor’s choice of a formal or fun celebration cake on a board of any shape that fits within the stated size limits, with no height restriction. The cake may consist of a sponge cake, a fruit cake or a dummy and must be coated with Icecraft Sugarpaste. Decorations are of the competitor’s choice and may include non edible items such as wires and ribbons.
• First prize will be the Icecraft Trophy with a £500.00 cheque, second prize will win a £150.00 cheque with £50.00 in Knightsbridge PME and British Sugar products, and third prize will win a £75.00 cheque with £25.00 in Knightsbridge PME and British Sugar products. All other finalists will win a £50.00 cheque with £25.00 in Knightsbridge PME and British Sugar products.

For more information please contact:

Sophie Hughes - Fleishman-Hillard - 0207 395 7104 - 07932 635 784 - sophie.hughes@fleishmaneurope.com

Sponsored by: