Baked by Sweet Tooth share their growing success

June 18, 2026

Baked by Sweet Tooth

What started as a small market stall in Portsmouth has quickly grown into one of the city’s most exciting independent food brands. Founded by Luke Lovelace, Baked by Sweet Tooth has become a local favourite thanks to its handmade cookies, welcoming atmosphere and commitment to quality.

From local markets to Gunwharf Quays

“We started off small, just doing markets, wholesale and lots of pop-ups around Portsmouth,” explains Luke. “Then around six months ago, we were invited to Gunwharf Quays to do a kiosk and that completely changed everything.”

This opportunity marked a major turning point for the business. Moving into Gunwharf Quays helped transform the business into a well-established Portsmouth brand, attracting customers from across Hampshire and the South Coast looking for indulgent baked treats, produced from their Victory Business Centre base.

Passion baked into every recipe

At the heart of the business is a simple principle: passion. Every cookie recipe has been carefully developed in-house, with time spent refining flavours, textures and presentation.

“A lot of love goes into them,” Luke says. “We’re always evolving, changing things and tweaking recipes to keep everything fresh and exciting.”

The moment that changed everything

The business’s growth also came with a touch of fate. Luke recalls delivering cookies to a business inside Gunwharf Quays when an unexpected opportunity arose.

“They’d been eating my cookies for a while and asked if I wanted to do a pop-up. I said yes straight away even though I had no idea how it would work at the time!”

Today, Baked by Sweet Tooth is known not only for its products, but for the experience it offers. From the bright yellow branding to the friendly team behind the counter, creating a positive and welcoming environment is central to the brand.

Luke is also passionate about supporting other local businesses and encouraging new entrepreneurs across Portsmouth and Hampshire.

“The biggest tip is don’t get inside your own head, just go for it,” he says. “There’s loads of support out there and local businesses are always willing to help each other.”

What’s next for Baked by Sweet Tooth?

As the business has continued to grow, Baked by Sweet Tooth has outgrown its early base at Victory Business Centre and is preparing to open its first permanent shop on Albert Road.

Opening shortly, the new store at 58 Albert Road, Southsea, PO5 2SJ marks another exciting milestone in the company’s journey, reflecting its progress from a market stall start-up to one of Portsmouth’s most recognisable independent food brands.

Baked by Sweet Tooth share their growing success