Abba Cakes Creates a Buzz at Global Trade Review UK 2025

On January 12th, Abba Cakes brought something completely unexpected to London’s GTR UK 2025 conference at Convene, 155 Bishopsgate—a beautifully decorated stand, a stack of award-winning cakes, and the warm energy of founder Laura Johnson.

Known for attracting leaders from banking, trade, and corporate sectors, GTR (Global Trade Review) UK is a major fixture on the calendar for anyone working in international commerce. So it’s no surprise that attendees were a little taken aback to see a luxury cake company nestled among financial institutions and fintech firms.

But that curiosity quickly turned to excitement.

Laura was invited to the event through her membership with WEConnect International, an organisation that champions women-owned businesses. As soon as the doors opened, visitors were drawn in by the mouth-watering display—and even more so by Laura herself.

“But… a cake company?”

Visitors were intrigued. Many didn’t expect to meet a premium dessert brand at a finance-focused event, and even fewer expected to leave with a slice of Britain’s Best Cake.

Laura brought along her signature award-winning Chocolate Cake, and when word got out that it was being served, the buzz spread fast. Members of the event team were racing around to see whether they could arrange a special announcement that ‘Britain’s best chocolate cake is being served at the Abba Cakes stand’.

A Story That Resonated

Beyond the cake, what really engaged people was Laura’s story.

She spoke with dozens of attendees about growing up in Colombia, studying in Spain, and eventually settling in the UK after meeting and marrying her husband, Sam, a local from the Wirral. Just two years ago, she launched Abba Cakes in Hoylake, and in that short time, has already built a brand that’s gaining national recognition.

Her passion, ambition, and the clear quality of her work struck a chord.

People didn’t just enjoy the cake—they connected with the vision. Many of the attendees she spoke with were well-connected professionals from the worlds of finance, trade, and corporate events. Several offered introductions to their networks and contacts in supply chain, corporate hospitality, and scaling—genuinely excited by the idea of helping Abba Cakes grow.

A Taste of What’s to Come

Attending GTR UK 2025 was more than just an exhibition opportunity—it was a chance for Laura to tell the story of Abba Cakes to a completely new audience. And the response showed that great food, a compelling story, and genuine ambition can spark conversations in the most unexpected places.

If you missed us at the event and want to learn more about working with Abba Cakes for your next corporate event, we’d love to hear from you.

Abba Cakes is now focusing on growing its presence in the corporate hospitality space, partnering with businesses that want to elevate their events and gifting with something genuinely memorable. We’re proud to say our products don’t just taste amazing—we’ve been officially recognised as having Britain’s Best Cake!

With a production base in the North West and growing logistics, Abba Cakes is setting up to deliver nationwide, bringing luxury, personality, and award-winning flavour to corporate hospitality events across the UK.