Female entrepreneurial baker takes her renowned vegan brownie business from London to Exeter

Female entrepreneurial baker takes her renowned vegan brownie business from London to Exeter

Vegan brownie business Cake or Death leaves the costly Capital due to pandemic, setting up shop in bustling Exeter


Cake or Death, the nationwide letterbox vegan brownie delivery company, has moved the business from Dalston in London to Exeter. Along with the reported 73,950 homes bought by those leaving the city, Cake or Death’s move comes in light of the COVID-19 pandemic and its effect on the national economy.

vegan brownie

Credit: Alys Miller

Baking some of the UK’s most-loved brownies, Cake or Death have received rave reviews from customers and big titles alike, including the Independent, Metro, BBC Good Food and Huffington Post and our very own Vegan Life magazine.


Katie Cross, founder of Cake or Death originally located the bakery in Dalston, East London, having lived in the neighbourhood for 15 years.


Responding To The Pandemic

Cake or Death built an incredibly successful national delivery business throughout pandemic. Katie recognised the growing demand for home delivered goods in 2020 and realised the bakery could be based from almost anywhere in the country.


Founder, Katie. Credit: Alys Miller


Taking into consideration the expense of running a business in the capital, the prospect of a more cost-effective bakery site for the growing business was very appealing. The new bakery is located in Exeter, just off Fore Street, renowned for its buzzy, independent shopping area. The bakery also has a shop front, creating an extra revenue stream.

Katie started the vegan cake business in 2019 offering wholesale baked goods and bespoke celebration cakes. After growing enthusiasm for Cake or Death’s secret-recipe brownies, she quickly responded to the pandemic and pivoted the business in March 2020.


Credit: Alys Miller


Transitioning from B2B to B2C with brownies packaged to fit conveniently through letterboxes was a revelatory moment for Katie. Orders grew in their hundreds; thrilling but at times difficult for the small bakery to keep up with demand.


Credit: Alys Miller


On average, Cake or Death saw orders grow from 20 a week in March 2020 to 700 per week in January 2021. Christmas orders were so popular that they were closed mid-December so the bakery could fulfil purchases without being overwhelmed.


Credit: Alys Miller


The New Shop

The Exeter bakery shop officially opened on 21st July and has already seen lots of local support. Cake or Death brownies are available to buy at 68 Bartholomew Street West, Exeter EX4 3AJ or can be ordered online and delivered anywhere in mainland UK through your letterbox.



Photos by: Alys Miller


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