The cakes each contain a figure. The person that finds the figure in their slice of the cake is allowed to wear a crown made out of card that comes with the cake and is declared “King for the day”.
While most bakers put a small plastic or porcelain figure worth less than a couple of euro into their cakes, Luc De Weerdt puts a gold coin into at least one of his cakes.
The coins are worth 500 euro. While in the first instance this may seem like a wildly generous gesture that make no business sense, last year Luc De Weerdt’s bakery sold 2,500 Epiphany cakes, many of which to customers that bought one specifically in order to have a chance of finding a gold coin.
Last year there were two gold coins to be had. This year Mr De Weerdt has increased the number of cakes containing a coin to 4. He hopes that this will see sales of the cakes increase yet further and expects to sell around 3,000 of the cakes this year.
The coins are made of 18 carat gold. Luc De Weerdt told VRT News that "These are unique coins as the logo of our bakery is engraved into them and I am very proud of this"