This quick study is part of a project exploring the feasibility of various ideas as requested by our customers. This particular case is part of a series exploring opportunities and gaps in the small and medium scale bakery business. The research was based on conversations with different bakers. The bakers who participated are independent and those running small bakeries. Some of them are home based but baking for a living. Their target market are urban consumers who fall in the so called middle class; they are exposed, they are aspirational and want to live an above average life both for their own satisfaction and to fit in and stand out among their peers. They are the kind who would spend Kshs.4000 for a child’s birthday cake and buy cakes for occasions like promotion at work.