ITV has issued a formal apology to Manchester baker Rich Myers after production staff for The Voice requested free products for celebrity guests. Myers, the owner of the bakery Get Baked, publicly condemned the network for seeking handouts despite its significant corporate earnings.

Why "Exposure" Wasn't Enough for the £20 Bertha Cake

The conflict began when crew members from The Voice contacted Rich Myers via email, requesting free food to support the "long working days" of the show's high-caliber talent and coaches. As reported by the source, the production team explicitly stated they could not offer any monetary compensation, suggesting instead that the bakery would receive exposure to influential presenters and coaches.

Rich Myers responded with a blunt refusal, telling the network's leadership to "f*** off." The request was particularly jarring given the profile of the bakery's signature product, the Bertha cake—a 24-layer chocolate sponge and ganache creation priced at £20. For a small business, the cost of materials and labor for such an intricate product far outweighs the vague promise of being seen by a few celebrities.

The Gap Between £350 Million Profits and Freebie Requests

The backlash intensified when Rich Myers highlighted the financial disparity between his independent shop and the media giant. According to the report, ITV posted pre-tax profits of approximately £350 million, making the request for free goods from a local entrepreneur appear tone-deaf and exploitative .

This incident reflects a growing tension between legacy corporate entities and the modern "creator economy" or independent business sector. While large networks like ITV may still view "exposure" as a valuable trade, small business owners increasingly view such offers as a form of corporate entitlement that ignores the actual overhead costs of production.

A 5.8 Million Viewer Drop and the Myth of Influence

The value proposition offered by The Voice was further undermined by the show's declining reach. Rich Myers pointed out that viewership for the program plummeted from 8.6 million in 2015 to just 2.8 million in 2024, a loss of 5.8 million viewers over nearly a decade.

This decline suggests that the "influence" promised by Lifted Entertainment—the ITV Studios-owned company responsible for the production—is significantly diminished. In an era where a single viral Instagram post from a business like Get Baked can reach more targeted customers than a declining linear TV broadcast, the network's leverage has evaporated.

Which Lifted Entertainment Staffers Authorized the Request?

While Lifted Entertainment has apologized and claimed that "immediate steps" have been taken to prevent future occurrences, several details remain unclear. the source does not specify whether this request was a rogue action by a junior production assistant or a standardized procurement strategy used by the network for various vendors.

Furthermore, it remains unverified if other local Manchester businesses were approached with similar "exposure-only" offers during the production of The Voice. the network's apology addresses the "upset" caused to Rich Myers, but it does not clarify if a broader audit of their vendor relations is underway.

Get Baked's History of Provocative Marketing

The aggressive nature of Rich Myers' response is consistent with the brand identity of Get Baked. The bakery, which operated from 2015, shut down, and then made a comeback under Myers' leadership, has built a loyal following through irreverent and edgy social media branding.

By turning a private dispute into a public conversation about corporate ethics, Get Baked has effectively used the controversy to reinforce its image as a champion for the "little guy." This strategic use of conflict has historically drivn viral growth for the bakery, turning a corporate blunder by ITV into a marketing win for the Manchester business.