Girls, girls, girls!
THE MERINGUE GIRLS
The Meringue Girls story began in 2012. The female founders met while working as chefs in a restaurant kitchen in East London. They quickly bonded over a love of all things sweet and saw a gap in the market. “The market was crying out for an innovative, colourful baking brand, with girl power at the core.“
They began introducing their creations via London’s booming street food scene, quickly becoming an Instagram sensation, the girls had the top pick of London’s leading department stores knocking at the bakery door wanting to stock their tasty treats.
The Meringue Girls caused a storm in the fashion and PR world generating a huge amount of press and a rapidly growing following on social media. Private orders flooded in from high-end fashion brands and press events, all wanting to get a piece of the action. Clients included Dior, Chanel, Stella McCartney, Adidas, Nike, Topshop, and Jimmy Choo.
In 2013 they were approached by top publisher, Random House to write a cookbook. The result was the Meringue Girls Cookbook shot by David Loftus and food styled by the girls, which has now been published all over the world, from Italy and Germany, to America and New Zealand. In 2015, they released their second highly awaited cookbook ‘Meringue Girls Everything Sweet.’
The MGs have had numerous TV appearances, from Paul Hollywood to Sunday Brunch, and have headed up online baking videos for Waitrose TV with over 1 million YouTube views.
Six years on, headed up by founder Alex Hoffler, the brand is constantly at the forefront of food trends, and the Meringue Girls have become an incredible collective of girl boss bakers taking over the sweet world.
Artistic brand collaboration highlights include a giant Selfridges window display, food styling on other worldly recipes with Tim Walker for Italian Vogue, a F*CK YOU cancer campaign for Stand Up to Cancer, and an edible hotel experience for Tate & Lyle.
They have their own bakery in the bustling foodie hub of Broadway Market which they also use to run weekly meringue and cake baking classes, which have been rated by the Evening Standard as one of the best London based foodie masterclasses.