Patisserie Valerie, the AIM-listed group, has launched a new website with a custom cake making function to offer bespoke cakes online and take virtual tours of its cafes.

The Create a Cake tool allows users to customise the cake flavour, filling and decoration with a choice of chocolate, fruit and creams.

Website visitors can view each of the Patisserie Valerie cafes online using Google Business View to take a 360-degree tour of each locations and access further information about the sites by clicking on hotspots.

Paul May, chief executive of the company, said: “The new interactive tools give the customer an opportunity to tailor their purchases through ‘Create a Cake’ and offers a virtual ‘try before you buy’ experience through virtual tours. Ultimately I am sure the new website will enhance our customer connection and experience with the brand.”

The group has opened 12 new sites since its joined AIM earlier this year and plans to open up to 20 units in its current financial year.

Last year the company opened its first site in Wales, at the St David’s Shopping Centre in Cardiff. It has also opened its second site in Cambridge and a new unit in Maidstone as well as Wimbledon and Worcester.