Cinnamon bun flavors in three layers
Kirkpatrick, whose bakery specializes in hand-rolled cinnamon buns, developed the cake with Sponge owners Iain Wilson and Mark Joll. Customers can choose regular, gluten-free or vegan versions.
According to Sponge's official blog, the cake combines three layers of marbled cinnamon and vanilla sponge with cream cheese-inspired buttercream and crunchy cinnamon sugar between the layers. The company announced a launch date of Wednesday, October 21, 2026. Orders are available on Sponge's website.
Kirkpatrick described working with the award-winning bakery as a "total honour". She said the conversations and advice from its accomplished team had been a privilege, and that recognition from an established Norfolk business reassured her about Swirl's direction.
From a Norwich pop-up to 36 stockists
Swirl's first outlet was a pop-up at Grounded Coffee Bar on Norwich's Unthank Road. By its first anniversary, Kirkpatrick had sold more than 100,000 cinnamon buns, according to the Norwich Evening News.
The newspaper reported that the bakery was supplying 36 businesses across Norfolk, Suffolk and Cambridgeshire at that point. Its operation included an 11-person team, three vans and four weekend delivery routes.
Wilson said Swirl's growth reminded him of Sponge's beginnings. He recalled selling five cakes in the company's first week 17 years ago, compared with hundreds now. "Partnering up with Sophia is fantastic, she has done amazingly well," he said. "I have a lot of respect for her."
Sponge's roots in Holt
Sponge traces its origins to Byfords café in Holt, which Iain and Clair Wilson bought in 2000. According to the company's history, they founded Sponge in 2009 with Mark Joll and his wife, Felicity Joll.
Wilson also runs seven other businesses, among them Byfords restaurant and B&B and the Ffolkes, a hotel and spa near King's Lynn. Sponge moved into a new bakery in Holt after the COVID pandemic.
