The duo behind one of the country's most successful online cake businesses is based in north Norfolk.

Mark Joll, 49, and Iain Wilson, 50, launched Sponge in 2009 in the kitchen at Byfords in Holt, which was opened by Mr Wilson and his wife Clair in 2000. 

Mr Wilson came up with the idea to launch the online business due to the popularity of the homemade cakes in the Byfords café and store, which were made by Mrs Wilson and one other baker. 

Eastern Daily Press: Baby sponges for British Airways for its 100th anniversary. Baby sponges for British Airways for its 100th anniversary. (Image: Sponge)

He was then introduced to Mr Joll who had a background in branding and contract catering, which proved the perfect recipe for success.

Fast forward to 2022 and Sponge now occupies half of a 35,000-square-foot warehouse in Holt, employs more than 40 people and sends out more than 300 orders a day.

It offers celebration cakes, brownies, baby sponges and even cake cards, which come with two slices, with Mrs Wilson coming up with lots of the recipes. 

Mr Joll said: "We are very innovative with our flavours and the types of cakes we do, with our success also about being consistent.

Eastern Daily Press: The Sponge offices in Holt. The Sponge offices in Holt. (Image: Sponge)

"The baby sponges are hugely successful online and we previously supplied British Airways to celebrate its 100th birthday and Prince William and Kate's wedding."

Their orders are split at 75pc online and 25pc wholesale and Sponge is stocked at locations across the country, including Banham Zoo and the Holkham Estate in Norfolk.

Speaking about the Covid pandemic, Mr Joll added: "People realised they could get good food through a website, delivered by a courier - it fast forwarded our growth by two or three years." 

While there are rising prices and shortages to contend with on key ingredients such as butter and eggs, particularly as Sponge is focused on buying British, the team is feeling confident about the future.

Eastern Daily Press: Sponge is run by Mark Joll and Iain Wilson, pictured when they were starting out. Sponge is run by Mark Joll and Iain Wilson, pictured when they were starting out. (Image: Sponge)

Mr Joll said: "We want to make our offering even more competitive and we do Sponge Club where you can pay £10 annually for free delivery.

"We already do vegan and gluten-free cakes but we see dietary requirements as a real growth area and we have just launched non-refined sugar products."

The website to order is sponge.co.uk