THE FEED: Sweet Divine Owner Jenna Siebert Talks About Landing on This Sunday’s Showing of Food Network’s Cupcake Wars

2012-07-25T14:18:00Z 2014-09-16T13:32:43Z THE FEED: Sweet Divine Owner Jenna Siebert Talks About Landing on This Sunday’s Showing of Food Network’s Cupcake WarsWritten by Robin Seaton Jefferson | web@feaststl.com | twitter.com/feastmag | facebook.com/feaststl Feast Magazine | Inspired Local Food Culture/Midwest

UPDATE: Sun., July 29 at 8pm: They did it! A huge congrats to The Sweet Divine for pulling off the Angry Birds challenge and winning Food Network's Cupcake Wars. More as soon as we check in with them.


“Tell Food Network who needs to be on Cupcake Wars,” Jason Siebert yells to the crowd surrounding his cupcake truck. “That’s right baby, it’s The Sweet Divine.”

He made the request while he and his wife and business partner, Jenna Siebert, were filming an audition tape for Food Network’s Cupcake Wars back in March. This week the duo is heading to Los Angeles to compete on the show. It will be aired at 7pm CST, Sun., July 29, on Food Network.

The Sweet Divine—a cake, cookie and cupcake specialty store—expanded from the Siebert’s food truck into the shop at 4521 South Kingshighway in late June. The couple shares the space with Marcia Mermelstein of Pie in the Sky Bakery.

Jenna Siebert says it all started with a dream: “I woke up at 3 o’clock in the morning and I had had a dream that we were on the show. I woke Jason up and told him, ‘I had a dream that we were on Cupcake Wars.’ He just said, ‘Oh really, whatever’ and went back to sleep. I had wanted to be on the show forever.”

When she woke up, Jenna went straight to the computer. “What do you know? They were casting for the next season,” she says. The process required that an audition tape be sent to producers along with the online application. “So we set out with our MacBook and out truck and went out just being silly and had fun.”

Not long after the Sieberts sent in their tape, another producer called. “They said, ‘Show us your competitiveness. Show us your cupcakes,’” Jenna Siebert says. “So we did, and that’s how we got cast for Cupcake Wars. So we’re like, ‘sweet.’”

Each week on Cupcake Wars, four cupcake bakers face off in three elimination challenges for the sweet prize of $10,000 and the opportunity to showcase their cupcakes at the winning gig.

Jenna says she can’t divulge any of the details of the show, other than to say it will be about Angry Birds. “It’s intense. We just have to be a winning team,” she says.

The Sweet Divine’s storefront is open 9am to 6pm Tuesday to Friday and 9am to 1pm Saturday.

The Sweet Divine, 4521 S. Kingshighway, 636.942.2900, thesweetdivine.com


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