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."

Dedicated to all things chocolatey, she is 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.

The first Sweet As shop opened in October 2009 at 7 Warwick Place Leamington Spa. Selling brownies, carrot cake, chocolate cake, cupcakes, florentines, rocky road, occasion cakes amongst many other sweet treats!

Girls! Make Your Mark

Jenny Hudson has been appointed an official ambassador for the national Girls! Make Your Mark campaign.

The campaign encourages young women to have ideas and to make them 'happen' through running their own business or social enterprise or by making an idea take shape at work. Jenny is thrilled about this great opportunity, "I look forward to speaking to local schools about the highs and lows of setting up a business. I want to encourage young people to think about what they want to do when they leave school."