Business Details
20 Years
experience
Emergency
services
Artisan Cakes & Cupcakes in London
Primrose Bakery was established in October 2004 by Martha Swift and Lisa Thomas, operating from Primrose Hill, London since 2006. As a family-run business, we specialise in handcrafted cakes, cupcakes, and pastries made with seasonal, well-sourced ingredients. Our commitment to quality is evident in our use of free-range eggs, organic products where possible, and absence of preservatives or additives.Every item is baked fresh daily in small batches, ensuring the essence of traditional baking. We offer nationwide delivery across London and have expanded our range to include bestselling cookbooks and branded merchandise. Our expertise spans celebration cakes, vegan and gluten-free options, and custom creations for special occasions.
Services
Celebration Cakes
Cupcakes
Wedding Cakes
Gluten-Free Bakes
Vegan Options
Pies & Tarts
Subscription Boxes
Bakery Merchandise
Custom Orders
London Delivery
Details
- Year established: 2006
Highlights and features
- We use seasonal, well-sourced ingredients for all our baked goods
- Our products contain no preservatives or additives whatsoever
- Hand-iced cakes and cupcakes created in small batches daily
- Sole London-based bakery offering 5 bestselling cookbooks
- Pioneers in gluten-free and vegan alternatives since 2004
Services
Celebration Cakes
Our celebration cakes cater to all special occasions, available in various sizes and flavours. From classic vanilla and chocolate to unique creations like the Barbie Cake and Aperol Spritz Cake, each design is hand-iced and customisable. Perfect for birthdays, weddings, and corporate events across London.
Cupcakes
Freshly baked daily using premium ingredients, our cupcakes come in 30+ flavours including vegan and gluten-free options. Daily specials and monthly themed designs ensure variety, with options like the 99 Flake Cupcake and Halloween Ghost Cupcake. Available for same-day pickup or delivery.
Gluten-Free Bakes
Primrose Bakery offers certified gluten-free options including Chocolate Quinoa Cake and Sweet Potato Cake. Made in dedicated equipment with strict cross-contamination controls, these treats maintain the same quality standards as our regular products while catering to dietary requirements.
Subscription Boxes
Our subscription service delivers curated boxes of baked goods monthly across London. Options include the Monthly Luxury Cupcake Box (6/12 pieces) and themed selections like the Vegan Box. Ideal for gifts or personal indulgence with rotating seasonal flavours.
Bakery Merchandise
Complement your baking experience with our range of merchandise including recipe ebooks, branded mugs, and apparel. Featured items include the Buttercream Ebook with 10 Instagram-famous recipes and heather grey hoodies with our iconic logo design.
People
Martha Swift
Founder & Owner
Martha co-founded Primrose Bakery in 2004 and became sole owner in 2006. With over 20 years' experience in artisan baking, she leads daily operations and recipe development while maintaining the bakery's original quality standards.
Questions
Do you offer delivery services across London?
Yes, we deliver our baked goods anywhere within London, including same-day emergency orders.
Are your products suitable for dietary restrictions?
We provide gluten-free, vegan, and dairy-free options with clear allergen information available.
Can I place custom cake orders?
Yes, we create bespoke cakes for special occasions with advance notice.
What payment methods do you accept?
We accept major credit cards, Apple Pay, and bank transfers for online orders.
Do you have physical store locations?
Our original Primrose Hill bakery at 69 Gloucester Avenue serves walk-in customers daily.
Are your ingredients ethically sourced?
We prioritise seasonal, organic ingredients and free-range eggs in all our baking.
