Sweet Sneak consists of five sweet and inspiring women, and one sneaky little fox named Finley. I’ve had the pleasure of spending some time with these lovely ladies, taste their amazing cakes, and chatting with them about inspiration, ambitions, entrepreneurship, and being a young business in Copenhagen.
I first discovered Sweet Sneak pop up Bakery through a little article in a Danish fashion magazine in the autumn of last year, and was instantly curious. There is something quite appealing about five young, driven women starting their own business, and because I’m a lover of sweet little treats I was completely sold after looking them up on Instagram, seeing the beautiful pictures of perfectly executed cakes and other sweet delights. After following along for a while, I decided to contact them and ask for an interview. I simply had to hear more about their concept, and inspiration. I met up with Antje, Brini, Theresa, Martje, and Katrin for their event in December, and visited the Sweet Sneak Studio just a few weeks ago for a very inspiring talk with the girls about the incredible journey Sweet Sneak has been on, and where they are headed. PS: all the pictures in this post is taken by the Sweet Sneak girls themselves, except for the group photo by Benjamin Lund.
THE VERY BEGINNING
The Sweet Sneak girls met at Copenhagen Business School, where they with very different backgrounds met in the first semester of their Master’s Degree in Management of Creative Business Processes, where it’s all about closing the gap between the business world and the creative industries. Bringing structure to the fluffiness. The five girls started Sweet Sneak in the first year of their degree, and having the luxury of still being students, they had the possibility of just letting it grow in a very organic way, with everything happening in a natural pace. They didn’t want to wait until they were done with school to start something up, but needed something that was low risk concerning economy, and low maintenance in time because they were still in uni, and the pop up structure was a perfect compromise, leaving them with a playground with endless possibilities! They’ve had an overwhelming success in a quite short amount of time, and yet are still very humble and excited about how Sweet Sneak has been welcomed in Copenhagen. The support, positivity, feedback and huge interest is something they really appreciate, and as the girls say «Getting an idea and having developed it this far.. It’s not a given thing.» Behind it is a lot of work, striking a right cord in timing, and having an admirable approach to the industry; with a focus on how they can work together with other businesses, and lift each other up through collaborations.
WHO IS FINLEY THE FOX?
Finley is the spirit of Sweet Sneak, a little cake lover and traveller, who always comes back with new inspiration, flavors, ingredients and ideas. In nature the fox never builds his own home, but sneaks into other animals’ nests, suiting the pop up structure of Sweet Sneak perfectly! One of the things that must make the Sweet Sneak so strong is that their brand comes across so clear cut and strong, which is not surprising when the girls tell me that they had the entire concept and brand ready before they even did their first pop up at home in their apartment three years ago.
THE POP UP BAKERY AND A SENSE OF COMMUNITY SPIRIT
Being in the creative industries there is competition absolutely everywhere, and surviving in an incredibly competitive environment can be really hard. What I really love about their story is their very strong sense of community surrounding the growth and development of their business. The pop up bakery is built around collaborations, a new one each time they pop up somewhere, and this in itself invites a sense of appreciation of other businesses and a community feeling. Sweet Sneak also does more than just serve cakes. They are curating and telling stories through food, and the collaborations are perfectly picked out to support the story, creating an atmosphere and environment where the guests are leaving not only with delicious cake in their bellies, but with an experience that surpasses what a regular bakery will be able to offer. The spirit of a pop up bakery also caters more to a community feeling, making it an exciting event rather than just popping by for a croissant on a Sunday afternoon. It’s about connecting people! The location, products and the people behind the collaborations matter a lot, they explain, and emphasis that they are very open to working with different people and different fields.
THE SWEET SNEAK STUDIO
From the Sweet Sneak pop up Bakery, Sweet Sneak Studio emerged. Working with making it easier to market and experience a product or brand, the Sweet Sneak Studio is working with using cakes and sweet food as tools for creating new layers of visual interpretation and physical interaction. Making press events more memorable and exciting , to stand out from the crowd, and getting the guests to interact with the products in a whole new way is one of the tasks they set out to solve. Interpreting a product into a cake sounds like a very fun challenge, and how would a piece of furniture really taste like in terms of textures? A soft couch transformed into a deliciously airy sponge cake sounds very appealing to me! Curating and developing this concept in Copenhagen must be a perfect match. Everyone here loves cake, and the girls say that being in Denmark has really given them opportunities that being in Austria or Germany never would, because there is a much weaker sense of hierarchy here, and the Sweet Sneak brand is so well suited for the Danish culinary tradition.
None of these girls are actually bakers. Yet they have had a tremendous success selling their cakes, and I was really curious to know whether they feel challenged by that, and they do. There are quite naturally some aspects about having a pop up bakery and not actually being bakers, but the girls all have such an inspiring approach to it. Test baking, trying new things, making errors and trying again. Test baking and failing just means learning new things to really get it right the next time, and more cake to taste (who doesn’t love that!!!). They have a few amazing signature pieces, like the lemon cake, and the incredibly good carrot cake, but they always strive towards creating new recipes and developing their pop ups with different themes and collaborations, pushing them to be creative in the kitchen.
It is truly inspiring to be in the same room as these girls. There is so much positive energy, and you walk out ameeting feeling elevated and inspired. No wonder why they are experiencing such a huge success with Sweet Sneak when their energy and drive is so contagious. Sweet Sneak is about so much more than cake; it’s about creating an atmosphere, a sense of community, and telling a story and connecting people through sweet food. The girls say it’s a project of passion, and that sure is a part of the experience you get when you visit a pop up! If you haven't yet visited Sweet Sneak I strongly suggest you do the next time they pop up.