What began as a shared love of baking between best friends has grown into one of Norwich’s most recognisable independent success stories. Founded in 2015 by Mel and Kim, The Cuppie Hut started with homemade cakes sold at local fetes and festivals, long before it became a permanent fixture in the city’s thriving food scene.
In the early days, the pair tested recipes in their own kitchens, refining flavours and perfecting presentation before taking their creations out on the road. Their first big step came when they converted a horse box trailer and began trading on Tombland. It was a bold and creative move that reflected the personality of the brand itself: fun, eye catching and full of charm.
Customers quickly took notice. Word spread about the beautifully decorated cupcakes, indulgent brownies and generous portions. By November 2018, The Cuppie Hut had secured a single stall on Norwich Market, placing the business at the heart of the city’s independent trading community. The market setting suited them perfectly, allowing Mel and Kim to build direct relationships with customers and become part of the daily rhythm of Norwich life.
Like many small businesses, 2020 brought unexpected challenges. Rather than pause, The Cuppie Hut pivoted. Lockdown saw the brand reinvent itself almost overnight, launching nationwide delivery so customers across the UK could still enjoy their favourite treats. That adaptability not only sustained the business but strengthened it, expanding its reach well beyond Norfolk.
By September 2020, growth meant upgrading to a double stall on Norwich Market complete with a kitchen space. It was an exciting development, yet it quickly became clear that even more room was needed to meet demand and fuel creativity. In February 2022, The Cuppie Hut opened the doors to its shop at 9 St Giles Street in the Norwich Lanes.
The move has proved transformative. The Norwich Lanes, known for their independent shops and welcoming atmosphere, provide the perfect backdrop for a brand built on personality and community. With a dedicated shop space, Mel and Kim gained the freedom to expand their menu, refine their displays and create a destination that feels both playful and polished. At the same time, they have continued to trade at the market, maintaining their roots and loyal customer base.
The menu today reflects both creativity and crowd pleasing comfort. Cake jars have become a standout favourite, layered with sponge, frosting and toppings for a portable indulgence. Gift vouchers make it easy to share the sweetness, while signature bakes draw customers back time and again.
The Malteser New York cookie is a firm bestseller, offering gooey chocolate richness in every bite. Pupcakes have added a charming twist, ensuring four legged companions are not left out. Vegan options are thoughtfully woven into the selection, including the much loved Biscoff brownie roll, a dark chocolate and sea salt flapjack and a fresh, zingy vegan lemon cake that has quickly earned a reputation as a must try.
Traditional favourites sit comfortably alongside more modern creations. Shortbread jammy sarnies bring a nostalgic touch, while chunky cookies and generously topped brownies satisfy those craving something indulgent. The range continues to evolve, keeping regulars curious about what might appear next in the display.
Beyond the bakes themselves, The Cuppie Hut’s appeal lies in its authenticity. It remains a business built on friendship, hard work and a genuine passion for what they create. Customers are greeted with warmth, and the atmosphere feels inclusive and joyful. It is this blend of quality and character that has allowed the brand to thrive in a competitive market.
From a horse box on Tombland to a flourishing shop in the Norwich Lanes, The Cuppie Hut represents the best of independent enterprise. It is a reminder that with creativity, resilience and community support, small beginnings can lead to something truly special. For anyone in Norwich with a sweet tooth, it remains a destination well worth visiting.
Location: 9 St Giles St, Norwich NR2 1JL