What the Get Baked vs Studio Bakery drama teaches independent brands.

It’s a familiar plot – copycat vs the original – but this time, the independent doesn’t just survive, it thrives. Here what this cake clash shows us about credibility, creativity and turning mimicry into momentum.

The Copycat Conundrum: When the imitation is almost zero effort.

You’ve seen it before, an indie brand breaks through with something authentic then bam! The copy arrives. It’s familiar, flat, and usually lands in the mass market before the story even has time to breathe. 

That’s what’s unfolding right now between Leeds-based Get Baked and Lancashire’s Studio Bakery. 

Get Baked’s Bruce cake, inspired by the glutenous chocolate cake from Roald Dahl’s Mattilda became a lockdown sensation for all the right reasons – texture, scale, boldness. Then came Studio Bakery’s “Matilda Cake” at Tesco no less. Eerily similar and mass produced. A moment where Get Baked could have deflated or dominated.

When originality is stolen, credibility is at stake.

Indie brands like Get Baked operate on authenticity, storytelling and creative spark. Intangibles that copycats can’t deliver themselves. 

So when someone else launches a mirror product, it doesn’t just blur identity, it undermines real trust. Customers who believed in Bruce, now better known as Bertha, risk being lost to an easily accessible, cheaper, but plagiarised, copycat. 

But this isn’t just about recipes or visuals, it’s about ownership. And Get Baked saw that fast.

Why Get Baked’s response was pure craftsmanship.

Rather than retreating into a legal grey zone, like two chocolatey caterpillars we know all too well, Get Baked shaped the narrative:

They called it out, cleverly. Rich Myers, Founder of Get Baked didn’t go medieval. He quipped:

 “If I wanted to be in supermarkets, we’d already be in supermarkets.” 

It landed like a mic drop. Humorous, unapologetic and perfectly attuned to their existing TOV.

They rallied their tribe and fans turned up authentically. “Don’t f**k with Bertha.” Their Instagram comments turned into a celebration, not a complaint. And finally, they reinforced what Get Baked is; a fierce independent, not chasing volume. A creative brand, not a mass producer – and more importantly, one that’s not afraid to say it.

What can other independent brands learn from Bertha’s stand.

There are a few key lessons for independents in how Get Baked handled, and continues to handle, their copycat. First, a fast and witty response will always outperform silence, because it keeps control of the frame and prevents confusion while also being extremely memorable. 

Consistency of tone matters just as much. Rich’s quip about supermarkets didn’t just land, it reminded everyone exactly what Get Baked is, a catalyst for the power of community. It motivated loyal customers to rally to the cause, creating an organic and authentic momentum that no campaign budget can buy. 

And lastly, it demonstrated the positive power of controversy. It shouldn’t be courted, but at the same time, if and when it arrives, neither does it have to be deflected or avoided. Played right, it can be used to reinforce brand values and sharpen a brand’s identity. While not every element of creativity is legally protected, elements like the names, presentation and tone of voice can be defended – and often proves to be the strongest defence an independent brand has.

Extra slice – independents don’t always win by scale, but they always win on soul.

Instead of treating it like a catastrophe, Get Baked treated it like an encore. By responding with the wit and heart that perfectly aligns with their TOV, they proved authenticity isn’t just creative – it’s powerful. Studio Bakery may have replicated the cake, but they didn’t replicate the soul.

Authenticity just tastes better.

If your brand is ready to do the same, whether you’re looking to challenge the market, shape conversation or just start one, we’re here to help. Get in touch and let’s make something worth talking about.