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Twice the holiday magic for 2tarts Ashley Landerman

Published Wednesday, December 20, 2023 12:00am

Landerman takes the cake, crowned winner of The Food Network’s 10th season of the Holiday Baking Championship

New Braunfels, TX               Ashley Landerman, co-owner of New Braunfels 2tarts Bakery and Scoop Street, brought home the cake and was crowned champion of  the Food Network’s
10th season of the  Holiday Baking Championship during its episode on December 18. She competed on the national stage with 11 other bakers over eight episodes that aired every Monday evening since November 6.

“I am filled with so many emotions, as this was such an exhilarating experience,” said Landerman. “All of the bakers I competed against are incredible –and they are all wonderful people. I wanted everyone to win, yet I am so proud of myself for pushing the boundaries of my creativity in each baking challenge.”

 “Holiday Baking Championship” is one of the seasonal cooking competitions that the Food Network whips up for viewers. The 2023 season, which began on the November 6 episode, is, according to press materials, “filled with more sugar and spice than ever before!”

Over eight exciting episodes, host Jesse Palmer invites the most heartwarming group of bakers to channel the spirit of the holidays by making everything from Thanksgiving pies to a cake inspired by holiday-loving chocolatier -- Wonka! In the end, only one baker will impress judges Carla Hall, Duff Goldman, and Nancy Fuller to win the title of Holiday Baking Champion and take home the grand prize of $25,000.

2tarts Bakery hosted watch parties each Monday at the Gruene Light Bar at Rockin’ R in Gruene so New Braunfels’ residents, supporters, family, and friends could watch Landerman create her delectable concoctions in the national limelight. “I feel so incredibly lucky to live in a small, tight-knit community. The people of New Braunfels have blown me away with their support, kind words, and encouragement,” said Landerman. “And I would never have been able to do this without the overwhelming, loving support of my family.”    

In 2019, Landerman won The Food Network’s Christmas Cookie Challenge, where she endured a months-long application process and tough challenges on set. Her success secured the invitation for the Holiday Baking Championship.  “I have a whole new respect for cooking and baking on reality television. Y’all—all of what you see is real. And it’s a lot of hard work.”

Some of the concoctions that Landerman created during the holiday baking championship will be available at 2tarts Bakery. “The Lemon Meringue Pie Cake that won the cake competition will definitely be available, as well as my all-time favorite—PB&J macarons,” said Landerman.  

2tarts has made a name for itself since opening its doors in downtown New Braunfels in July 2010. The bakery has received numerous accolades for its festive and warm atmosphere, late-night hours, vegetarian options, unbelievably creative wedding and birthday cakes, and of course, its delectable treats.

“My sister April and I rarely do anything that’s not out of the ordinary,” said Landerman. “We believe in fresh ingredients, a solid sense of humor and rely on our zany artistic tastes to guide us in our endeavors. We hope those who have visited our bakery in downtown New Braunfels would agree.”


Good food starts with good ingredients. At 2tarts Bakery in downtown New Braunfels, April, Ashley, and their staff are dedicated to making everything from scratch, using only the best ingredients to feed your family, mind, body, and soul. Whether you are planning a dream wedding, have an upcoming birthday, or just need to satisfy a sweet tooth, we are here to serve.

About Ashley

Ashley is a foodie, artist, and mom. She studied culinary arts at Ballymaloe Cookery School in Ireland and she is extremely passionate about the growing farm-to-table movement. Her dedication to the slow food movement has earned 2tarts features online and in print publications alike. Ashley has represented 2tarts on a panel of bakers from all over the nation and won the Food Network Christmas Cookie Challenge in 2019! She looks forward to spreading her love for baking all over the world.