OUR STORY

Impressive? Absolutely. Difficult? Doesn't have to be

Welcome to World of Cake.

We’re passionate about the joy cake brings, from the fun of creating
something yourself to the pleasure of sharing it with people you love.

Our cake mixes, ready-to-use icings and decorating essentials bring
together great taste, quality ingredients and simple ways to make your ideas
happen.

Whether you’re planning a birthday surprise or baking something to share
over a cuppa, we’re here to help you enjoy the making and feel proud of the
result.

We’ve been in that kitchen, too

It often starts with a picture. You spot the perfect cake on Instagram and think, “I could make that.”

Then come the shopping trips, the online tutorials and the late-night decorating. Sometimes it comes together beautifully. Sometimes the icing has other ideas.

We’ve baked for our children, too. We know the excitement of planning something special, and the frustration when it takes far longer than you expected.

Some of our family members are gluten intolerant, which added another challenge. Too often, the gluten-free cakes we tried fell short on flavour or texture. We wanted a cake that suited our family’s needs, tasted delicious and looked amazing, without taking over the whole weekend.

Through our work with cake makers and home bakers, we realised we weren’t alone. Those experiences helped shape the next chapter of World of Cake.

Great taste. More people at the table

Taste comes first. Rich cake, creamy icing and that first bite that makes you smile.

Our range includes allergen-friendly options that deliver on flavour and texture, helping more people share in the celebration.

Less fuss. More fun.

From cake mix and ready-to-use icing to colours and sprinkles, our range is designed to work together.

Clear guidance helps you choose what you need and bring your ideas to life. Add your own creative touch and enjoy making something special, whether it’s your first birthday cake or your latest creation.

Quality behind every creation.

Our experience supplying professional cake makers shapes what we bring to home kitchens.

We care about ingredients, taste and how our products perform. We develop and select our range with Australian bakers in mind, bringing professional know-how to your kitchen in ways that are easy to use.