Fatherson boss: trends and challenges for handmade cakes

Filmed at Fatherson’s production facility in Alcester, Warwickshire, Smith identified the key trends in the baking industry that are driving the business forward – including vegan and gluten-free.

“We launched back in March a range of to-go bars, which are doing phenomenally well,” ​said Smith. “We’ve managed to secure listings with many of our retailers and we’re getting some great rate of sale and repeat orders there. ​

Demand for provenance​

“We know that there is an increased demand for provenance and we are very well placed with our product range, locally sourcing our sugar and many of our other ingredients – including award-winning flour – to be able to create those handmade, hand-decorated cakes to address that consumer need.”​

Smith also commented on the growing issue surrounding plastic waste in the bakery sector, which had informed the company’s packaging strategy.

“All of our blisters are now made from 100% recycled and 100% recyclable plastic and, by the autumn, we will have eliminated the cellophane around our products in preference for a plant-based material, which is sustainable and biodegradable,” he added.

Challenges and Brexit​

When asked about the challenges facing the bakery sector, Smith immediately pointed toward the looming threat of Brexit. In response to the UK’s departure from the EU, Fatherson has future-proofed the business to the best of its ability.

 “We source everything locally, our products are made in the UK, so we feel as though we are in a good position for anything that forms out of Brexit,”​ said Smith.

Meanwhile, West Yorkshire-based baked goods manufacturer Just Desserts has revealed plans to expand the business by 50%​​, supported by a trio of new hires.