The age of dreaming

This article is available for reading in Trade magazin 2025/12-2026.01

Alfréd  Kovács at the award ceremony

“I used to work as a photographer for twenty years, which I loved, but Covid practically wiped out my work. I started baking, posted pictures of my work on Facebook and something started to happen. Two national awards are the most important to me: Cake of Hungary 2024 with Poppy Flower and the Sugar-Free Cake of Hungary 2025 with Dreamer. The biggest benefit of winning was that customers immediately stormed the shop. I think global trends can appear in technology and execution, but we have to be careful when it comes to flavours. Hungarian customers love traditional flavours and we have to respect that. Today a premium slice of cake costs between HUF 1,500 and 2,000 and the winning cakes are even more expensive – and they sell without any problem. The most pressing problems in the profession are the shortage of well-trained workers, fluctuations in the prices of raw materials, high energy prices and a lack of new talent.”

Flavours and characters

The Hungarian Confectioners’ Craft Union (MCI) described Dreamer as follows: the cake exudes the atmosphere of the good old days. It contains no added sugar and its uniqueness comes from the distinctive pairing of chocolate and sour cherry.