Mellissa Morgan

Mellissa Morgan

a.k.a. Ms. Cupcake

Mellissa Morgan, aka Ms Cupcake, is a vegan baker and chef who prides herself on her ability to transform basic ingredients into vegetarian and vegan masterpieces. Originally from Canada, she describes her baking as classic North American with a British flavour twist.  

Mellissa began baking from home when she couldn’t find indulgent bakery goods for vegans in London.  She soon realised that it wasn’t just vegans she could cater for, but also those with food allergies or religious dietary requirements.  She began to develop gluten free, soya free and even sugar free cakes, and after opening the UK’s first entirely vegan retail bakery in April 2011, she was named the Baking Industry Awards Rising Star of 2011.  In 2015 she secured a deal with Whole Foods Market to stock a range of eight of her cupcake flavours in their UK stores and in 2017 she is expanding the business further with an additional site to support wholesale manufacture.

Mellissa first appeared as an amateur on ITV’s Britain’s Best Dish and has since made appearances on The Alan Titchmarsh Show, Islam TV and Sky News.  Her appearance as a contestant on the ITV show Britain’s Best Bakery won her a whole new set of fans following praise from the judges for her fantastic tasting vegan cakes.

Her remarkable business journey has brought attention from The Independent, The Economist, and she has appeared on BBC Radio4’s Women’s Hour.  Mellissa was the first European Representative for the Yelp Small Business Advisory Council (YSBAC) where she advised Yelp on the needs of independent businesses in the UK and abroad, and she wrote a regular column for the British Baker Magazine on running a successful small food business.  In 2015 her business was named Best Independent Groceries Retailer at the Dot London Awards.

Mellissa is a passionate speaker and loves to teach others about starting their own businesses when they have little funding or experience.  She has spoken at large corporate events, business conferences, trade fairs and festivals.  She hosts regular classes and workshops to demystify the new business start-up process in her uniquely vivacious style, and pulls no punches to motivate results from her listeners. 

A familiar face at Veg Fest in the UK, Mellissa has also appeared at events including The Good Food and Wine Show in Durban, FoodEx Birmingham, The Bakers Fair and many more.  

The first Ms Cupcake baking book was published in May 2013 by Square Peg in the UK and is now selling internationally including South Africa, Germany and France.  

11:00am - 11:45am

Vegan Business Celebrities

An increasing number of vegan entrepreneurs are looking to make a difference in boosting the quantity and quality of vegan options available on the market by starting their own businesses. Join a select group of highly successful vegan business celebrities as they share some of their secrets to success and their personal journeys to entrepreneurship and stardom.

Vegan Celebrity Zone full timetable

2:00pm - 2:45pm

Vegan Pastries, Cakes & Desserts

Join vegan pastry chef Danielle Maupertuis as she demonstrates how to replace the main pastry ingredients with a vegan alternative, and how to organise a larger scale production and mise en place:

  • freezable desserts
  • “flexible” desserts suitable for different occasions.

Danielle will demonstrate one single recipe in an afternoon tea version, petit four, plated dessert or birthday version, with tastings and Q&A’s to follow from a panel of experts in the vegan cakes circuit.

Plant-Based Chefs Corner full timetable