Cupcakes Wars UK: 5 Minutes with Indulgence Cupcake Company

Ahead of our Cupcake Wars UK Special, we spoke to Jeremy Jacobs, owner of the Indulgence Cupcake Company, to reveal how he got into cupcakes, his top baking tip and the kitchen equipment he couldn’t live without.

How did you get into baking?

I’ve been baking unprofessionally since I was young. My nan was a big baker at home and I used to watch and help bake with her. I had a passion from a young age. The business is owned by my mum, dad and me. My mum started the company after baking for friends and family. I came from an online marketing, website background.

What's your trademark cupcake?

American Dream – vanilla sponge with a raspberry, peanut butter, toffee and chocolate centre with a vanilla buttercream, topped with blue stars.

What's your favourite cupcake flavour?

Chocolate orange.

If you're not eating cupcakes you're eating...


Top cupcake tip?

One question I always get asked is why the cupcake cases peel away from the sponge. You should leave them in the tray to cool for 5-10 minutes.

Ingredient you can't live without?

Butter. It makes everything great.

Kitchen equipment you can't live without?

Decent kitchen knives.

What's in your fridge at home right now?

Cheese, butter, veg, salad and wine.

Guilty food secret?

Eating cheese spread straight out of the tube!

Who inspired your baking career?

My nan.

Favourite meal to cook?

A steak dinner with homemade chips and a decent sauce.

Favourite cuisine?


What food changed your life?

I'd never eaten dim sum before – when I found it I fell in love.

Sweet or savoury?

Savoury, but I do love sweet things.

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