"Ice cream is a good start, but you probably need to continue topping up your sugar levels before unleashing your best self on Trafalgar Square. Bake has matcha soft serve and a wide range of pastries. Can you see where we’re going with this? The sheer quantity of sweet treats behind the till might be a little overwhelming, but know that you’re primarily here for the taiyaki—a fish-shaped Japanese cone—that comes packed with anything from custard to that creamy soft serve. " - Heidi Lauth Beasley, Sinead Cranna