ITV's The Voice has issued an apology to independent baker Rich Myers of Get Baked after crew members requested free products for celebrity guests and coaches. A spokesperson for Lifted Entertainment, owned by ITV Studios, stated that immediate steps have been taken to ensure such requests are never made again.
Myers publicly criticized ITV on Instagram and to the Daily Mail after receiving an email from The Voice team. The email requested free food items for dressing rooms and green rooms to support long working days, offering exposure to "highly influential coaches and presenters" and contestants in return, but explicitly stated they could not offer monetary compensation.
"In all seriousness, a conglomerate posting pre-tax profits of circa £350m asking for free cake from an independent bakery is an absolute disgrace, and should be made illegal," Myers told the Daily Mail. He also noted a significant decline in The Voice's viewership, from 8.6 million in 2015 to 2.8 million in 2024.
Myers shared his dismissive reply to the email on Instagram, humorously suggesting the sender tell their superiors to decline the offer. He clarified that he did not blame the individual who sent the email but urged corporate employees to refuse such requests. Get Baked, based in Manchester, is known for its elaborate cakes and other baked goods, with its signature "Bertha" cake costing £20 per slice.
This incident is part of a broader pattern of celebrities or their representatives seeking free products in exchange for social media exposure. The article mentions other instances, including Made in Chelsea star Binky Felstead's team asking for a gifted birthday cake in exchange for an Instagram post, and former Coronation Street star Catherine Tyldesley's 40th birthday party where planners requested free cakes and cupcakes from a bakery, offering promotional value in return. In that case, the bakery owner publicly declined, stating her staff could not be paid with exposure.