Jenny Hudson started Sweet As in 2005 after training as a pastry chef at a number of top UK establishments, including Claridges, St Martins Lane and Konditor & Cook.
Jenny’s ‘eureka’ moment struck after a trip to Australia, when she returned home inspired and determined to jazz up the chocolate cakes of the Midlands, and this enthusiasm remains: “I love to see the look on people’s faces when they see their cakes, and it’s even better when they taste them! That’s what keeps the passion in what I do alive.”
A fabulous couple of years followed – with two Great Taste Awards (the oscars of the fine food world) and the first anniversary cake for HRH Prince Charles and The Duchess of Cornwall
In 2009 Jenny opened the shop and bakery on Warwick Place which remains the home of Sweet As HQ, all the baking is done on site, from scratch with the mesmerising smell of freshly baked brownies, cakes and all kinds of sweet treats Sweet As is famous for.
Sweet As have been featured on ITV’s Britain’s Best Bakery, Channel 4’s Fabulous Baker brothers, Married at First Sight, and The Alan Titchmarsh Show- decorating a cake live on air for Philip Scofield!