Hungary's insatiable appetite for cake and all things colorful and sweet just went online with the launch of Sugarshop.hu, the shiny new website for Sugar!, a bricks and mortar - or should that be sponge and icing - sweetshop out in District IV. We spotted an ad for Sugar! in this week's copy of giveaway program magazine Exit and were instantly intrigued by the concept of a "design cukrászat".

And the website does not disappoint visually, delivering a dazzling whirl of garish yet stylish flash graphics. But despite the perhaps premature printed ad, the site promises more than it can deliver in terms of content (at present), and there is no online ordering system to get sweet-toothed geeks really salivating. Still, the Sugar! team's mission statement is intriguing. To paraphrase: They are fed up with the same old boring round cakes and triangular slices and want to bring some high design to everything from wedding cakes to muffins. Let's hope it all tastes as good as it looks and, who knows, they may even be able to solve Budapest's ongoing cupcake conundrum.