SUGAR! opened its first shop in Budapest on 4 April 2008. When we created the confectioner’s, we tried to establish a unique and topic-based confectionery store, which is viable in the long term as far as its visual features, product range, services and operational structure is concerned, and which relies on previous confectionery traditions but definitely exceeds them, interpreting bakeware and sweet things in a wider dimension. Our fundamental aim is that SUGAR! as a brand should not only be identified with confectionery, a candy shop or not even a café or a creative team, but with a certain feeling. SUGAR! was conceived with a special feeling, which still determines the company’s everyday life. Delighting people, surprise, positive thinking, hedonism and open-mindedness are characteristic of us, just like irony, adoring fashion, craziness and partying. Awards: 2008. Businesswoman of the Year - Cosmopolitan Award (Eszter Horváth, Founder) 2012 Dessert Crazy - book (Best Selling Gastronomy Book Prize -Libri) 2012. "Gold Beater Award" - Innovation Award (Association of Hungarian Confectioners) 2012. Special Award in Design Management to Eszter Horváth and Gergely Lábady Founders (Hungarian Design Council) 2013. "Macaron of the year" 1st place 2013 Hungarian Ice Cream Competition 1st place 2013. "Birthday Cake of Hungary" II. rated 2014 "Best of Budapest Hungary" Award - Best Pastry & Bakers Shop (Best Cake Shop) 2014 Trip Advisor Award - Based on the "Certificate of Excellence" buyer feedback 2015. "Best of Budapest Hungary" Award - Best Pastry & Bakers Shop (Best Cake Shop) 2015. "Shop of the Year 2015" competition in Concept Store category I. Place 2016. "Macaron of the year" 1st place 2016 "Diabetic Birthday Cake of Hungary" 1st place (Orsi Vaslóczki) 2017 - "Birthday Cake of Hungary" 1st place (Orsi Vaslóczki) 2017 World Chocolate Master, Polish & Hungarian Regional Selections 3rd place (Dávid Domonkos)