In London, Adidas and Deliveroo are teaming up to deliver an edible sneaker cake version of the newly launched ZX 2K Boost trainers. For a limited time this August, sneaker fans—and cake lovers—will be able to use the Deliveroo app for their chance to win a free pair of sneakers, plus a pair made entirely out of cake. The chocolate ganache cake shoes crafted by Sugar Street Studios tap into a popular "everything is cake" movement on social media, which sees people cutting into objects that are so realistic it can hardly be believed that they're actually cakes.
This special opportunity is only available to customers who live within close proximity of the Deliveroo Whitechapel Editions kitchen.
Image Credit: Adidas
What's Driving This Trend
- Edible Sneaker Cakes
- Opportunity for bakeries and confectionery businesses to tap into the growing trend of realistic and edible object cakes.
Who This Affects Most
- Food & Beverage
- Innovative dessert companies can create edible replicas of popular objects to cater to the demand for unique and visually stunning cakes.
