Fairy cakes are old news – the future is cupcakes! Craft bakeries, cafés and high street retailers across the country are joining forces to celebrate the UK’s first-ever National Cupcake Week, from September 14th-19th. National Cupcake Week is being served up by British Baker to celebrate the growing popularity of the cupcake and to help the industry to market its products.As well as fervent support from independent bakeries and cafés, major food retailers will be fuelling the nation’s cupcake boom. Both Waitrose and Marks & Spencer are supporting National Cupcake Week with in-store branding and British Baker is staging a window display competition for bakeries and cafés.British Baker’s inaugural Cupcake-off competition to find the best cupcakes in the UK is also reaping rewards for the winning cupcake makers – each of whom will represent one day of National Cupcake Week – with media appearances arranged throughout the week.Persuade your customers to put the diet on hold and get involved by buying at least one cupcake during the week. Or even better, one every day. Don’t worry, it’s National Cupcake Week – it’s allowed!