{"id":436082,"date":"2025-09-19T12:44:13","date_gmt":"2025-09-19T12:44:13","guid":{"rendered":"https:\/\/www.europesays.com\/uk\/436082\/"},"modified":"2025-09-19T12:44:13","modified_gmt":"2025-09-19T12:44:13","slug":"people-travel-from-london-for-my-vanilla-slices","status":"publish","type":"post","link":"https:\/\/www.europesays.com\/uk\/436082\/","title":{"rendered":"‘People travel from London for my vanilla slices’"},"content":{"rendered":"

A Shropshire bakery has taken a town and social media by storm with its sell-out vanilla slices.<\/p>\n

Immi’s Cakes and Bakes, in Newport, regularly has empty shelves within minutes of opening, after a video posted by owner Imogen Kelly attracted more than four million views.<\/p>\n

In the video, the 26-year-old fixed a wedding cake that another baker had put pins in. Since then, her baking content has helped her sweet treat sales soar, with some customers, she said, taking a four-hour journey from London to try her vanilla slices.<\/p>\n

Ms Kelly opened the shop almost two years ago after she had trained to be a primary school teacher, but decided to change career paths during lockdown.<\/p>\n

“I was writing my dissertation, doing exams at home, but I was a bit bored so I started baking, set up a little Instagram account and I began getting orders.”<\/p>\n

Ms Kelly said her success “all started from social media” and she continued to post daily.<\/p>\n

“We have such a positive response online, we get a massive amount of support with people liking, commenting and sharing [my content].<\/p>\n

“People love to see what we’re up to all the time, not just baking, but personal life too, I do show my time off as people are really interested in that too,” she added.<\/p>\n

The 26-year-old said her content also connected with those who live in her town.<\/p>\n

“People really do stick behind us. To have grown up in Newport and have a shop here, it was always a dream, so it’s really nice to share that with them.”<\/p>\n

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Ms Kelly said her record for selling more than 100 vanilla slices was 24 minutes [BBC]<\/p>\n

Her signature bake, a vanilla custard slice, consists of a homemade custard cream filling sandwiched between pastry, with jam at the bottom and fondant icing on the top.<\/p>\n

Ms Kelly said her record time to sell more than 100 slices was 24 minutes.<\/p>\n

“It’s just craziness, I don’t know what’s going on with them,” the 26-year-old said.<\/p>\n

\"A<\/p>\n

Sam Bradley is a Newport resident and said it was important to support local businesses [BBC]<\/p>\n

Debbie Buttery, from Shifnal, said she had been the “designated driver” on Thursday.<\/p>\n

“I’m buying eight, we [her family] take it in turns to visit the shop, one of us comes every week.”<\/p>\n

Sam Bradley, who lives in Newport with his wife and children, he said he regularly enjoyed one of Imogen’s treats.<\/p>\n

“We’ve seen so many shops in this area come and go, so you have to support local,” he added.<\/p>\n

Follow BBC Shropshire on BBC Sounds<\/a>, Facebook<\/a>, X<\/a> and Instagram<\/a>. <\/p>\n

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