What Fiddes Payne does

Fiddes Payne Limited is a privately-held UK food manufacturer headquartered in Banbury, Oxfordshire, founded in 1993 and majority-owned by the White family. The company operates across two complementary categories — home baking (cake decorations, cupcake kits, cake mixes) and savoury ready-to-eat meals (plant-based meal pouches, curry pastes) — and serves both consumer and retail customers. Its core technology is recipe development and food manufacturing at a single UK site, with proprietary owned brands Cake Angels and Full Of Goodness sitting alongside licensed and co-developed ranges for Disney, BBC Studios (Hey Duggee, Bluey), the Jamie Oliver Group, and BOSH!.

The business operates a dual go-to-market motion: B2B wholesale into major UK supermarket multiples and selected international retailers (including private label supply), alongside D2C e-commerce through fiddespayne.co.uk with next-day delivery fulfilment via DHL Parcel for orders placed before 11:59am. Direct-to-consumer pricing is publicly disclosed at £4.50 delivery for orders under £40 and free delivery above £40, while wholesale pricing to retail partners is not publicly available. Geographic reach currently covers the United Kingdom as the primary market, with Full Of Goodness actively distributed into the Netherlands and France, and exclusions on direct delivery to Northern Ireland and the Channel Islands. The company is RSPO certified for sustainable palm oil sourcing and has publicly committed to the SME Climate Hub net zero pledge.

Revenue is generated across four streams: owned brand product sales (Cake Angels, Full Of Goodness), licensed and co-branded product manufacturing (Disney, Hey Duggee, Bluey, Jamie Oliver), retailer private label supply, and direct e-commerce sales. Customer segments are split between home bakers — particularly families with children, who are served through themed licensed cupcake kits — and health-conscious adult consumers seeking plant-based, gut-friendly convenient meals. The company is family-run with no external institutional investors or venture capital backing disclosed, and no M&A activity has been recorded.

Name

Fiddes Payne

Legal name

Fiddes Payne Limited

Website

https://fiddespayne.co.uk

Company type

Private

Founded year

1993

Operating status

Operating

Headcount range

101–250 employees

Short description

Fiddes Payne is a privately-held UK food manufacturer in Banbury producing owned brands (Cake Angels, Full Of Goodness) and licensed ranges (Disney, Hey Duggee, Bluey, Jamie Oliver, BOSH!) across home baking and plant-based savoury meals, sold through UK supermarkets, European export, private label, and direct e-commerce.

Ownership category

akta.pro rank

Product category

Specialty Food Manufacturing

NAICS

Sugar and Confectionery Product Manufacturing (3113), Nonchocolate Confectionery Manufacturing (31134)

SIC

Sugar & Confectionery Products (2060), Bakery Products (2050)

akta.pro primary industry

Baking Ingredients & Desserts (Flour, Mixes, Frosting, Gelatin) (CRADAAAD)

akta.pro secondary industry

Baking & Dessert Mixes (Brownie, Cookie Mixes, Frosting) (CRADABAN)

Keywords

• Food manufacturing
• Home baking products
• Licensed baking kits
• Plant-based ready meals
• Private label supply

Headquarters

HQ city

Banbury

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Personnel, Operations, Supply Chain, Marketing or Sales, Infrastructure

Revenue model

1. Owned Brand Product Sales: Sale of proprietary brands — Cake Angels (home baking) and Full Of Goodness (savoury plant-based meals) — through retail partners and direct e-commerce. Revenue generated through wholesale and retail distribution.
2. Licensed/Co-branded Product Manufacturing: Development and manufacture of branded products under licence from Disney, BBC Studios (Hey Duggee, Bluey), and Jamie Oliver Group. Revenue derived from licensing agreements and manufacturing fees for branded cupcake kits and savoury products.
3. Private Label / Own Label Supply: Supply of own-label product ranges to selected UK and international retailers, manufacturing products under retailers' private label brands.
4. Direct E-commerce Sales: Direct-to-consumer online sales through fiddespayne.co.uk, offering next-day delivery for orders placed before 11:59am, with delivery charges of £4.50 for orders under £40 and free delivery for orders over £40.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

Fiddes Payne is a UK-based food manufacturer that develops, produces, and distributes consumer food products across two categories: home baking (cake decorations, cupcake kits, cake mixes) and savoury ready-to-eat meals (plant-based Tasty Bowl pouches, curry pastes). The company sells proprietary owned brands (Cake Angels, Full Of Goodness) alongside licensed/co-developed products (Disney, Hey Duggee, Bluey, Jamie Oliver, BOSH!) and supplies own-label ranges to UK and international retailers.

Product overview

Fiddes Payne is a privately-owned food manufacturing business specializing in Home Baking and Savory sectors. The company operates own brands including Cake Angels (baking decorations and kits with no artificial ingredients) and Full Of Goodness (plant-based Tasty Bowl meal pouches with gut-health focus). Through licensing partnerships, they produce Disney, Hey Duggee, and Bluey cupcake kits. In Savory, they partner with Jamie Oliver (curry pastes, ready-to-eat pouches) and BOSH! (vegan products). The business also supplies own-label ranges to retailers and manufactures seasonal Fiddes Payne spice products. The company is family-run with majority shares held by the White family, established in 1993.

Differentiator

Problem solved

Functional benefit

Brands

• Cake Angels: Home baking brand offering cake mixes, decorations and baking products. Known for products with no artificial colours or flavourings.
• Full of Goodness

Products and services

• Cake Angels Owned home baking brand offering cake decoration products, cupcake kits, and cake mixes formulated without artificial colours or flavourings. Targeted at families with children and home bakers; sold through UK supermarket retailers and direct e-commerce.
• Full Of Goodness (Tasty Bowl Meals) Owned plant-based food brand offering single-serve Tasty Bowl meal pouches designed to be gut-friendly, high-fibre, and vegetable-dense. Range includes Fusilli in Arrabiata Sauce, Spinach and Ricotta Ravioli, Velvety Mushroom Risotto, Rich Lentil Dhal, Fruity Aromatic Tagine, Herby Grains with Mushrooms, Warming Chickpea Dhal, and Tomato and Basil Fusilli. Distributed in UK, Netherlands, and France.
• Disney Cupcake Kits Licensed Disney-themed cupcake baking kits manufactured under licence from Disney for themed home baking and children's parties.
• Hey Duggee Cupcake Kits Licensed Hey Duggee-themed cupcake baking kits featuring characters from the BBC animated series, marketed as baking-badge activity kits for children.
• Bluey Cupcake Kits Licensed Bluey-themed cupcake baking kits manufactured under licence from BBC Studios, featuring characters from the Australian animated series including Bluey-berry cupcake variations.
• Jamie Oliver Savoury Products Co-developed savoury product range with the Jamie Oliver Group, including curry pastes and ready-to-eat pouches listed in major UK multiple retailers.
• BOSH! Vegan Products Sweet and savoury vegan products manufactured for the BOSH! vegan food brand under a co-development/manufacturing partnership.
• Fiddes Payne Spice Tins Seasonal herbs and spices line including spice mills and spice tin gift sets; produced under the company's core Fiddes Payne brand.
• Retailer Own-Label Ranges B2B contract manufacturing service supplying own-label food product ranges (spices, baking, and savoury categories) to selected retailers across the UK and export markets.

Named customers2 records

Segments2 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Five partnerships are on record, tiered core and minor.

• Jamie Oliver GroupcoreStrategic or Co-development PartnerFiddes Payne developed a range of savoury products in partnership with the Jamie Oliver Group, listed in major UK multiple retailers. Product range includes curry pastes and ready-to-eat pouches. The company is proud of its work with this reputable culinary name.
• BOSH!minorStrategic or Co-development PartnerFiddes Payne manufactured both sweet and savoury vegan products for the BOSH! brand, a well-known vegan food brand. The partnership produced vegan products across multiple categories.
• Mosimann (Chef Partner)minorStrategic or Co-development PartnerFiddes Payne's first major retail listing (Waitrose) was achieved with an elite range of spice mills bearing the Mosimann label — a renowned Swiss Chef. This early partnership established Fiddes Payne's credentials for quality and creativity in the grocery sector.
• RSPO (Roundtable on Sustainable Palm Oil)minorOthersFiddes Payne is RSPO certified, meaning its palm oil-containing products are sourced from sustainable palm oil supplies. The company can provide RSPO certification documentation on request for its certified products.
• DHL ParcelminorOthersFiddes Payne uses DHL Parcel for delivery of online orders. Customers are directed to the DHL tracking portal (https://track.dhlparcel.co.uk/) to track their deliveries.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Premier Foods plc: UK-listed food manufacturer with a comparable mix of owned heritage brands, licensed character lines, and private label supply across baking and savoury. Premier Foods is the closest large-scale analogue in structure, though materially larger in scale.
• Dr. Oetker: German-headquartered home baking specialist with deep UK presence in cake mixes, decorations, and baking kits — directly competitive with Cake Angels across UK supermarket shelves.
• Kinnerton Confectionery: UK-based manufacturer of licensed character confectionery and baking products (Disney, PAW Patrol, etc.). Direct competitor for licensed baking-kit shelf space and a near-perfect operational analogue to Fiddes Payne's licensing model.

Emerging players

• Squeaky Bean: UK plant-based ready-meal brand competing in the same category as Full Of Goodness, with strong retail presence among UK multiples and similar gut/plant-source positioning.
• THIS (This): UK challenger plant-based food brand expanding into ready meals and ambient products; competes with Full Of Goodness for plant-based savoury shelf space and consumer mindshare.

Broad incumbents

• Mondelez International: Global confectionery and snacks giant (Cadbury) with character-licensed cake and dessert kits in the UK. Represents the upper-bound competitive threat through scale, licensor relationships, and shelf-share negotiating power.
• Associated British Foods (ABF): Diversified UK food conglomerate (Kingsmill, Twinings, Patak's, Blue Dragon). Competes with Fiddes Payne's savoury curry paste and sauce lines and supplies private label at scale relevant to Fiddes Payne's own-label business.
• Hain Celestial: UK/European plant-based and natural foods manufacturer with broad ambient product lines. Competes with Full Of Goodness on gut-health and plant-based positioning in major retailers.
• General Mills (Betty Crocker): Global CPG incumbent whose Betty Crocker brand dominates the UK cake mix and home baking segment. Overlaps directly with Cake Angels but at vastly greater scale and marketing investment.

Regional players

• Cake Craft World: UK specialist retailer and wholesaler of cake decorations, baking kits, and accessories — overlapping with Cake Angels' home baking category though operating primarily through specialist retail rather than supermarkets.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

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Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Fiddes Payne