An independent bakery owner has said it was a “kick in the teeth” to be asked by The Voice UK to provide the ITV show’s guests and judges with free cakes.
Rich Myers, 37, from Get Baked, which has its flagship store in Manchester, described the request as a “total disgrace”, adding that large companies should not ask small businesses to supply products in return for so-called “exposure”.
Myers shared the email on Instagram, which said ITV was unable to pay but the food would be seen by “highly influential” coaches, presenters and contestants.
Lifted Entertainment, which makes The Voice UK for ITV, apologised and said “steps had been taken to ensure this type of request is never made again”.
In the email, The Voice staff asked whether Get Baked, which has its production bakery in Leeds, could supply products for talent dressing rooms and green rooms during filming for no payment.
It said ITV would be “unable to offer anything monetary or otherwise in return”.
Myers said at first he thought it was “a wind up” but then realised it was “totally real”.
“ITV and Lifted Entertainment, you’re a total disgrace,” he wrote on Instagram.
“Honestly, how did we get here?
“Stop whatever this is because I wanna get off.