Innovation & development

Our Product Development process is focused on our customers and is designed to be a collaborative process that takes an idea and turns it into a business opportunity.

At the forefront of the process is a focus on authentic, original and strong flavours that can be combined across a number of formats, which in turn develop into great products. We always make sure that products are developed to individual customer needs that give value for money solutions.

The inspiration for flavours and recipes is led by James Strawbridge, our resident celebrity chef, but the whole NPD team, and the whole Bakery have an input into our products.

Meet our innovation team


Emma Cundy-Cooper

NPD Manager


Scott Finch

NPD Assistant


Catherine-Ann Barber

NPD Co-ordinator