Media 10

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Media 10, owner of the Ideal Home Show, acquires Cake and Bake events

Media 10, the privately owned multi-award winning media and event organising company has acquired the portfolio of Cake and Bake shows with immediate effect, only two weeks after announcing its acquisition of Good Homes magazine from Kelsey Publishing.

The Cake and Bake events, running twice yearly in London and Manchester were launched in 2012 and now attract a combined audience of over 50,000 baking enthusiasts, making them one of the largest food shows in the UK.
Lee Newton, CEO of Media 10 commented, "I am delighted to announce, that as of this morning Media 10 have concluded a deal to take full ownership of the Cake & Bake shows. These events fit perfectly into our portfolio of consumer exhibitions and offer further proof that Media 10 is the powerhouse of consumer events in the UK. We have tremendous expansion plans for the brand and will build upon the fantastic foundations of the past few years."

The London edition of the Cake and Bake show opens its doors today (3 October) and more than 30,000 visitors are expected to flock through the doors of Earls Court to see celebrity demos, live bake offs, cake competitions, interactive features, classes and workshops, artisan produce and all the latest supplies and equipment.

Media 10 also announce their plans to move the event to a venue that can accommodate the size and potential of Cake & Bake, hence as of 2015 the London event will relocate to ExCeL.

Speaking of the move to ExCeL, Newton added, "For the past 10 years Media 10 have run the industry's most decorated consumer event – Grand Designs Live – at London's ExCeL and the event goes from strength to strength at this venue. The move allows Cake and Bake to grow, to make use of the fantastic facilities at the venue and to hopefully emulate the success of Grand Designs Live, which from a 3 day launch in 2005 now covers 9 days in London, 4 in Birmingham and has rolled out successfully in South Africa, and Australia. This just gives an example of how a show can develop and we have great plans for this already successful event".

Luke Collings, MD of the Cake and Bake shows commented, "We are delighted to have agreed terms of sale with Media 10, an organiser with an unrivalled track record of growing shows to their full potential. They are passionate about the sectors in which they operate, and we are really excited about some of the developments we have been talking to them about for the future of the Cake and Bake shows".

Collings and his partner, Kirsty, now intend to take some time off from the industry after 3 years of building the business. Collings continued, "We have brought Cake & Bake to a point where it has become the largest food show London and Manchester have to offer, but feel it is now time to move it on to a new level, and we can't think of a better company than Media 10 to undertake this task".
The Cake and Bake Show runs from the 3-5 October at Earls Court and at Manchester Central in April.

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