Candice Brown takes over London’s Southbank with Cupcake Day pop-up to unite against dementia

Celebrity baker and Great British Bake-Off Winner Candice Brown has taken part in a Cupcake Day pop up in London in a bid to encourage everyone – from baking novices to seasoned pros - to unite against dementia through the humble cupcake.

Today (Friday 8 June), Candice fronted a public pop-up experience on London’s Southbank, ahead of Alzheimer’s Society’s Cupcake Day next week (Thursday 14 June).

Candice shared her personal experience of dementia, saying:

'My Grandad had dementia and as a family we witnessed the pain it caused him and his loved ones. We are a very close family so my Grandad’s dementia affected us all. I was extremely close to my Nan so to see the distress it caused her watching her husband’s health deteriorate in front of her eyes was unbearable.'

'Over the past months, Alzheimer’s Society has helped me and my family understand a lot more about dementia – there was a lot less information around when my Grandad was first diagnosed. This made things even harder.

'I hope that at some point there will be a cure for all kinds of dementia so those affected do not have to go through what we experienced. I would like people to understand more about it and learn ways to help keep their brains as healthy as possible. This is why the work of Alzheimer’s Society is so important. Research will beat dementia – but more funding is needed to find a cure.'

The all-round baking superstar and Alzheimer’s Society supporter made an appearance at the deliciously decadent Cupcake Day pop-up experience when it stopped at London’s Southbank on the last leg of its UK mini tour. Candice posed with a giant baked cupcake and six-year-old Chloe who made her first cupcake in support of the event.

Jeremy Hughes CBE, Chief Executive at Alzheimer’s Society, said:

'We owe it to the 850,000 people in the UK currently living with dementia to raise money to find a cure, improve care and offer help and understanding for people affected by dementia. Cupcake Day is a fantastic way for everyone to unite against dementia whilst having lots of fun. Every cupcake baked, bought or sold will help support the crucial work Alzheimer’s Society are doing to find new treatments and ultimately, a cure. Please join us to raise vital funds and help us beat dementia.'

Everyone was invited to come down to the Oxo Tower, Southbank, where the deliciously decadent Cupcake Day pop-up was set up for the day. People enjoyed free hand-finished Beautifully Crafted cupcakes, supplied by The Cake Crew, got creative at a special ‘Glam Your Cupcake’ station and joined the fight against dementia.

Candice explained:

'The great thing about Cupcake Day is that anyone can get involved – you don’t have to be an expert baker. Dust off your baking bowls and whip out your whisks - baking is a really fun way that everyone can unite against dementia and change perceptions, fund research and provide care and support.' 

'Alzheimer’s Society is a charity very close to my heart due to my family’s link to dementia. I am so proud to be supporting Cupcake Day and spread the message that together we can work to help understand more about dementia and find a cure. 
 
'I’d like to say a massive thank you to everyone who has supported Cupcake Day so far, your hard work doesn’t go unnoticed – it is crucially important. And for cake-lovers who haven’t signed up for Cupcake Day yet – it’s not too late to get involved!'

Bill Smith Coats, Business Development Director at The Cake Crew said:

'We are very proud to be partnering with the Alzheimer’s Society by offering our Beautifully Crafted cupcakes to support the fantastic work that they do. This is a wonderful cause that is close to many of our hearts, so to be able to play a role by raising money with cupcakes is a real pleasure. We hope that visitors have fun and that it goes some way to helping increase awareness of the charity and the disease.'

Dementia is now the 21st century’s biggest killer, with someone developing it every three minutes. Alzheimer’s Society is urging everyone to unite against dementia with their families, friends and colleagues, by baking our buying cupcakes to raise vital funds. It’s not all about a cure – we also need to research cause, care and prevention. 
 
Whether people choose to celebrate on 14 June or mark the occasion another time in the month, everyone can unite against dementia by signing up for Cupcake Day now.