A contestant on Zumbo’s Just Desserts described as an ‘’amateur baker’ has run his own successful dessert store before he appeared on the Seven series.

Ashley Glasic, 28, was one the 12 contestants selected to appear on Adriano Zumbo’s reality cooking show, but he is known for running his store.

Glasic pumped out thousands of meringues, cakes and sweet tooth customers from his store Charlie Buckett in Elwood, Melbourne.

The pastry chef ran an online store for six months and supplied local businesses before setting up his very popular bricks and mortar cafe.

Glasic has talked about his recipes on websites and had his cake designs copied by cooking magazines. At one stage, his store had 30,000 Instagram followers who posted photos from his cafe.

Come home to the best early birthday present!!! Thanks babe!! @ewoks_do_it_better #charliebuckett @charlie__buckett

A photo posted by Stephie White (@the_cake_girl) on Feb 14, 2015 at 12:05am PST

Since appearing on the series, which launched last week, Glasic has deleted the Charlie Bucket Instagram account and fans have told Fairfax media they are ‘let down and angry.’

The show has a $100,000 cash prize for the winner.