They are an (open-source, vegan) online bakery -- currently they make single-serving cakes and scones -- and their target audience is somewhat complicated but aged anywhere from 22 - 40. Particularly millennials and tech savvy individuals. This is actually a company re-brand. The company is currently called "The Surly Bakery" but for legal purposes needs to change. They have settled on simply calling it "cake". They're Berlin based.