It may even be that our love for cupcakes is now so entrenched, it's more of a culture than a passing trend.

Amy points to the indomitable rise of institutions such as Lola's, the Hummingbird Bakery, The Primrose Bakery and Sweet Couture - all of which have taken the British food scene by storm with their boutique interpretation of sweet treats, notably cupcakes.

Then there's the new, cooler establishments like Cox, Cookies & Cakes and Lily Vanilli’s achingly chic Sunday sessions that continue to evolve the cupcake movement.

"It used to be that bringing cupcakes to a party would prove you were ‘in’ with the latest food fad – now you have to have bought them from the right place," Amy said.

The cult of the cupcake