Children love them, women love them and even men love them – there is something about cupcakes that makes us all happy.
The Primrose Bakery on Gloucester Road is one of my favourite haunts in London for these sweet treats. Launched in 2004 by cupcake dream team Martha Swift and Lisa Thomas, it initially started as a children’s party business but quickly expanded in the next 8 years to have two shops – one in Primrose Hill and one in Covent Garden – and even its own cookbook.
The venue is kitschy and cute, hidden behind the buttercup yellow facade of Gloucester Road. Its big bay window which showcases its delectable assortment of freshly baked goodies tempt you. It has a semi retro feel with its mismatched furniture, striped bunting and vintage sweets which upon every visit makes me feel like a kid in a candy store.
The menu changes daily, but you can always guarantee you will get something good made fresh with the finest ingredients. The cookbook emphasises the importance of high quality ingredients like free range eggs and vanilla essence to achieve that perfect cupcake. If the cupcakes are as good for the likes of Kate Moss, U2 and Gwyneth Paltrow they are good enough for me.
Here are some of my favourites..
The classic salted caramel cupcake
The chocolate Malteser cupcake
The next time you are looking for that perfect Valentine’s or Mother’s Day gift or even a quick pick me up for yourself, the Primrose Bakery is a must! Cupcakes are definitely one of the foods that make you smile.
Primrose Hill – 69 Gloucester Avenue, London NW1 8LD
Tel 020 7483 4222
Opening Hours Mon-Sat 8.30am-6pm, Sunday 9.30am-6.00pm.