About
the
CEO
Meet the Whisk Behind the Magic:
Belinda Horstmann
At the heart of Sweet & Whisk is a woman with a whisk in one hand and a lifetime of food passion in the other—Belinda Horstmann, founder and CEO.
Belinda’s love for food didn’t start in a fancy kitchen. It started in her home, where every meal was a love letter, every dessert a celebration, and every cupcake a work of edible art. A self-taught home cook turned creator, she brings an unmatched passion for cooking and baking that’s as warm and comforting as the smell of vanilla on a Sunday morning.
Two years ago, Belinda took her culinary spark to TikTok with Affordable Eats, a channel for everyday people looking to explore easy, delicious, and budget-friendly recipes. From timeless classics to mouthwatering new takes, Belinda’s videos became a go-to for food lovers everywhere, earning a loyal following one bite at a time.
Now, with Sweet & Whisk, she’s taking that passion a step further—bringing her signature creations into homes across South Africa and beyond. From perfectly balanced premix packs to the tools that make baking easy, Sweet & Whisk is built on Belinda’s belief that great food should be accessible, joyful, and always made with love (and maybe a little bit of chocolate).
Welcome to Sweet & Whisk. Where every product has a story. And every story starts with Belinda.
About
Sweet
&
Whisk
Founded by foodie-for-life and home-cooking queen Belinda Horstmann, Sweet & Whisk started with a wooden spoon, a TikTok channel (Affordable Eats), and a whole lot of heart. What began as sharing simple, soul-warming meals online has grown into a full-blown online store made for bakers of all levels—from the curious first-timer to the apron-wearing pro.
At Sweet & Whisk, we bring you:
Delicious, easy-to-use premixes for cupcakes, cakes, cookies, and even the odd savoury classic.
Essential baking tools like mixing bowls, whisks, rolling pins, cookie cutters, and more.
Pantry must-haves like cocoa, baking powder, bicarb, icing sugar, and all the good stuff in between.
Whether you’re baking for a birthday, a Sunday tea, or just because your sweet tooth said so, we’ve got what you need to make it memorable. Everything is crafted with affordability, ease, and a generous dose of nostalgia in mind. Think: the smell of your gran’s kitchen, but with the convenience of online shopping.
We’re proudly based in South Africa and ship across the country.
So, roll up those sleeves, grab your whisk, and let’s bake something beautiful together.
Sweet & Whisk – Vinnig. Maklik. Heerlik.