Ole & Steen is celebrating 10 years in the UK with a new Cinnamon Social Celebration Cake, mini cupcakes and a month of anniversary giveaways.

Inspired by the bakery’s best-selling Cinnamon Social, the Celebration Cake features a light cinnamon sponge layered with rich cinnamon filling and white chocolate and cinnamon cream, finished with cinnamon icing sugar. Miniature cupcake versions, topped with Danish flags, will also be available in-store.

The Celebration Cake can be pre-ordered online, via the Ole & Steen app and in-store, while the cupcakes will be available exclusively in-store.

Running from 1–31 October, anniversary celebrations will include special rewards for app members. On 24 October, the brand’s original St James’s bakery will host a Spin-the-Wheel event, giving customers the chance to win free slices of Cinnamon Social cake.

Since opening its first UK bakery in St James’s in 2016, Ole & Steen has grown to 26 bakeries and coffee houses across London and the South East, with a new St Paul’s location set to open ahead of Christmas.

Anniversary celebrations: 1–31 October 2026
Spin-the-Wheel: 24 October at Ole & Steen, 56 Haymarket, St James’s Market, London SW1Y 4RP.