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Now you can get some of Manchester’s most loved cakes at the Trafford Centre

Discover Loaf&Co, the latest retro-inspired bakery by Loaf MCR, now serving delightful treats exclusively at Selfridges in the Trafford Centre
Loaf MCR Selfridges Trafford Centre - Aiden Ryan and Ruth Gwillim

Manchester’s beloved bakery, Loaf MCR, has unveiled its latest gem: Loaf&Co, a retro-inspired concession now open exclusively at Selfridges in the Trafford Centre.

Bursting with new flavours and eye-catching creations, Loaf&Co promises to deliver a delightful blend of nostalgia and modern baking.

What’s on the menu at Loaf MCR?

Loaf&Co’s menu offers a mouth-watering selection that includes fondant fancies, giant biscuits inspired by Jammie Dodgers, filled iced buns, cream buns, pop tarts, and large tarts by the slice.

These fresh additions are set to revive the joy of classic cakes, adding a playful twist to Selfridges’ Food-hall.

Loaf MCR Selfridges Trafford Centre cakes

Loaf MCR, celebrated for its unique take on the traditional loaf cake, has become a Manchester legend since its humble beginnings.

With flavours ranging from Oreo and Biscoff to Lemon Meringue and local favourites like MCR Tart and Vimto, Loaf’s mini loaf cakes have captured the hearts of many.

What’s the Loaf MCR story?

Aiden Ryan, the visionary behind Loaf MCR and now Loaf&Co, started his baking journey during the 2020 lockdown as a tribute to the NHS.

His passion project quickly transformed into a local sensation, growing from a shipping container in Pollard Yard to two city-centre stores on Oxford Road and inside Affinity Living Riverview.

The new Selfridges concession marks another milestone in Loaf’s impressive journey.

In keeping with Loaf’s ethos of fun and community, Aiden has enlisted the talents of independent artists to enhance the Loaf&Co experience.

Resident artist OskarwithaK has re-imagined the Loaf MCR logo, adding a heart next to the ampersand to symbolise love and togetherness.

Additionally, the creative team at Plinthy has designed custom cake stands in Loaf’s signature creams and pinks, while the Fake Food Workshop, famed for their work in the Barbie Movie, has created stunning fake cake displays that invite visitors to play ‘real or fake.’

Ruth Gwillim: Loaf’s Head Baker

At the heart of Loaf&Co’s delicious offerings is Ruth Gwillim, Loaf’s Head Baker and Recipe Specialist.

Ruth’s culinary expertise ensures that each bake is a masterpiece, maintaining the high standards and playful spirit that Loaf MCR is known for.

Loaf&Co’s offerings include a Mixed Box of 9 for £34.00, a Box of 12 Mini Loaf cakes for £40.00, a Box of 4 Mini Loaf cakes for £14.00, Custom Birthday Cakes for £45.00, and Large versions of Mini Loaf cakes serving 8-10 for £25.00.

Aiden Ryan said he was really excited for the new venture: “Expanding the spirit of Loaf into Selfridges is a dream come true for us.

“We’re mega excited to share our passion for playful, delicious bakes with a wider audience and to continue spreading that all-important loaf and joy!”

You can find out more about Loaf MCR on their website here

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