Get Baked, the viral bakery brand, has launched a permanent site in London's Covent Garden in partnership with Godfrey's, a specialty popcorn brand. The shop opened on July 4, 2026, drawing hundreds of dessert enthusiasts. The first 500 customers received free slices of the legendary Bertha cake, a 24-layer chocolate creation priced at £20 per slice.
Massive queues and free cake giveaway
Queues formed from 8am, four hours before the shop's midday opening, according to founder Rich Meyers. 'It was ridiculous,' he said. 'We were meant to give away 500 free slices of cake, but we ended up giving away more than that as there were just so many people and we felt bad that they'd been waiting for a long time.' TikTok users reported waiting up to four hours for a free slice. Food blogger @southbankfoodie called the store 'the ultimate dessert parlour' and described Bertha as 'pure chocolate heaven'.
What's on offer at the new shop
The shop stocks Get Baked's most popular products, including the Bertha cake, which features 12 layers of dark chocolate sponge and 12 layers of milk and dark chocolate ganache. Limited editions include white chocolate caramel corn and milk chocolate versions. Customers can also buy cookies, brownies, and pies in flavours like Caramac and Armadillo (chocolate biscuit crust with dark chocolate ganache, salted butterscotch, and Daim pieces). The store also sells Godfrey's popcorn, chocolate bars, premium pick and mix, soda, and themed merchandise.
Partnership with Godfrey's and future plans
The collaboration is part of an 'ambitious masterplan to build the UK's greatest entertainment snack company,' aiming to create snacks associated with cinema trips, theatre dates, and late-night binge-watches. Meyers is working on top-secret collaborations with chefs like Lungi Mhlanga and Edd Kimber, and is planning a two-week pop-up in Australia with ice cream brand Messina in August. He also hinted at a project with an iconic London store. 'We want to launch [Godfrey's] into retail, and have it become a brand you find in cinemas and theatres,' Meyers said.
