About us

Jenny Hudson started Sweet As in 2005 after training as a pastry chef at a number of top UK establishments, including Claridges, St Martins Lane and Konditor & Cook.

Jenny’s ‘eureka’ moment struck after a trip to Australia, when she returned home inspired and determined to jazz up the chocolate cakes of the Midlands, and this enthusiasm remains: "I love to see the look on people's faces when they see their cakes, and it’s even better when they taste them! That’s what keeps the passion in what I do alive." And don’t just take Jenny's word for it – Sweet As cakes have gained royal approval from none other than HRH Prince Charles.

Dedicated to all things chocolatey, Jenny remains devoted to delighting anyone who tastes her heavenly chocolate creations and is a member of Heart of England Fine Foods, the regional food group for the West Midlands, which represents local producers and champions locally-produced, quality food.

Sweet As has since gone from strength to strength, having welcomed new business partner, Lucy Swindells, in September 2009, and changed our name to Sweet As Cakes Ltd to celebrate the opening of our first shop in October 2009 at 7 Warwick Place in Leamington Spa (see our busy shop below). In February 2010 we welcomed Wayne Hudson (Jenny's husband) to the team as our new Shop Manager.  

In June 2011 we opened our second shop in Kenilworth at 3 Smalley Place (opposite the clock tower).

Female Entrepreneurship Ambassador

The project was established by the EU to raise awareness and share positive messages about enterprise through increasing the number of pro-active role models for women. 

Jenny is passionate about business and entrepreneurship and enjoys talking to young people about the highs and lows of running your own business.  "I feel it is important for students to think about what they would like to do when they finish their education, I am proof that it is possible to take a skill and turn it into a successful business"