Celtic Bakers

What Celtic Bakers does

Celtic Bakers Ltd is a London-based wholesale craft bakery founded in 1996 and headquartered at a single production facility in Tottenham, north London. The company produces hand-crafted organic breads, viennoiserie, cakes, patisserie, savoury and vegan pastries, cookies, muffins, and gluten-free products. Its core technology is traditional artisan baking: sourdough made with a starter culture over 40 years old, Shipton Mill regenerative organic flour, stone floor oven baking, hand-shaping, and long cold fermentation (up to 18 hours for spelt). The majority of the range is Soil Association-certified organic, and the company operates on 100% renewable electricity with a zero food waste commitment routed through The Felix Project and local food banks.

Celtic Bakers generates revenue through three channels: (i) wholesale foodservice delivery to restaurants, delis, cafes, and food halls across London, with free 7-days-a-week delivery and a low minimum order threshold; (ii) retail distribution of its award-winning Tottenham Sourdoughs sub-brand through M&S, Waitrose, Ocado, Wholefoods Market, Planet Organic, and Abel & Cole; and (iii) direct-to-consumer sales at multiple weekly and monthly farmers' markets across London and the surrounding counties. Its primary customer segment is London foodservice establishments seeking premium hand-crafted bakery products, with secondary segments of health-conscious retail consumers and farmers' market shoppers. The company is privately held, has 51-100 employees, and shows no disclosed external funding, parent company, or M&A activity.

The business model is fundamentally a physical-goods wholesale operation with no software, platform, or subscription revenue component. Pricing is unit-based with pay-as-you-go terms for wholesale; retail pricing is set by the retailers. Strategic positioning emphasises organic credentials, regenerative sourcing, artisan craft, and community/charity partnerships (Breadwinners for refugee employment, The Felix Project for food surplus) as differentiators. The company's growth capacity is constrained by its single production site and London-centric operating geography, and there is no evidence of geographic expansion, capacity expansion, or technology platform investment in the supplied data.

Name

Celtic Bakers

Legal name

Celtic Bakers Ltd

Website

https://thecelticbakers.co.uk

Company type

Private

Founded year

1996

Operating status

Operating

Headcount range

51–100 employees

Short description

Celtic Bakers is a London-based wholesale craft bakery, founded 1996, producing hand-crafted organic sourdough, viennoiserie, and patisserie for foodservice, retail (M&S, Waitrose, Ocado), and London farmers' markets from a single Tottenham facility.

Ownership category

akta.pro rank

Product category

Wholesale Artisan Bakery

NAICS

Commercial Bakeries (311812), Baked Goods Retailers (445291)

SIC

Bakery Products (2050), Food And Kindred Products (2000)

akta.pro primary industry

Artisan & Specialty Bakeries (Sourdough, Heritage Grains) (THAFAFAD)

akta.pro secondary industries

Wholesale / Commercial Bakeries (B2B Supply) (THAFAFAF), Artisanal & Craft Bakeries (CRAHAGAA)

Keywords

• Artisan bakery products
• Organic sourdough bread
• Wholesale craft bakery
• Viennoiserie pastries
• Gluten-free baked goods

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Operations, Supply Chain, Personnel, Infrastructure

Revenue model

1. Wholesale Foodservice: Supplying breads, cakes, pastries, and patisserie to restaurants, delis, cafes, and food halls across London. Products include sourdoughs, Viennoiserie, savouries, cakes, and seasonal items.
2. Retail Grocery: Signature sourdough range sold through major UK retailers including M&S, Waitrose, Ocado, Wholefoods Market, Planet Organic, and Abel & Cole under their own Celtic Bakers brand.
3. Farmers' Markets: Direct-to-consumer sales at farmers' markets across London, allowing face-to-face customer interaction and direct sales of breads and pastries.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels4 records

Core offering

Celtic Bakers is a London-based wholesale craft bakery producing hand-crafted organic sourdough breads, Viennoiserie, cakes, brownies, cookies, muffins, and pastries using traditional long fermentation methods and regenerative organic flour. The bakery supplies foodservice businesses across London, sells directly to consumers at farmers' markets, and distributes a signature sourdough range through major UK retailers including Marks & Spencer, Waitrose, Ocado, Wholefoods Market, Planet Organic, and Abel & Cole.

Product overview

Celtic Bakers is a wholesale craft bakery operating since 1996, producing hand-crafted breads, cakes, and patisserie. The product portfolio consists of multiple core categories including Sourdough (various traditional and specialty loaves), Viennoiserie (pastries), Brownies & Treats, Deli Classics (artisan breads), Rolls/Buns/Baguettes, Cookies & Muffins, Cakes, Savoury Pastry, Vegan Pastry, Seasonal items, and Gluten-Free products under the Good Grain Bakery brand. Additionally, the company offers a retail sub-brand called Tottenham Sourdoughs featuring award-winning organic sliced sourdoughs available at major UK retailers. Products are characterized by organic ingredients, traditional craftsmanship, and Shipton Mill flour sourcing.

Differentiator

Problem solved

Functional benefit

Products and services

• Sourdough Bread Range Hand-crafted organic sourdough loaves made with a 40+ year-old starter culture and long fermentation; supplied to London foodservice and retail partners.
• Tottenham Sourdoughs (Signature Range) Signature organic sourdough loaf range distributed nationally through M&S, Waitrose, Ocado, Wholefoods Market, Planet Organic, and Abel & Cole.
• Viennoiserie Croissants, pains au chocolat, and classic French-style laminated pastries produced for wholesale foodservice customers.
• Brownies & Treats Organic brownies and sweet baked treats for cafés, delis, and retail counters.
• Bread | Deli Classics Classic organic bread loaves aimed at deli and foodservice sandwich and toast applications.
• Rolls, Buns & Baguettes Organic rolls, buns, and baguettes for foodservice and retail customers.
• Cookies & Muffins Organic cookies and muffins for foodservice operators and retail outlets.
• Cakes Hand-crafted organic cakes for foodservice menus and retail sale.
• Savoury Pastry Organic savoury pastries produced for deli, café, and catering menus.
• Vegan Pastry Plant-based pastry line produced without animal-derived ingredients for vegan and plant-forward operators.
• Gluten-Free Range Organic gluten-free baked goods offered for foodservice customers and retailers serving gluten-free diets.
• Seasonal Range Limited-edition seasonal baked goods produced for holidays and key calendar moments.

Quantifiable outcome

• 100% of food waste recycled or donated to community projects
• +2 more outcomes

Named customers7 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Four partnerships are on record, tiered core and minor.

• The Felix ProjectcoreStrategic or Co-development PartnerClose working partnership with The Felix Project, who deliver surplus food to charities and schools across London, enabling them to provide healthy meals and help the most vulnerable in society. This partnership supports Celtic Bakers' zero food waste commitment.
• BreadwinnerscoreStrategic or Co-development PartnerPartnership with Breadwinners charity providing support to refugees through training and jobs. Celtic Bakers also extends this partnership by providing work experience opportunities for young refugees across selected markets in London, aiming to support more than 100 young refugees per year.
• Shipton MillcoreOthersLong-standing supplier relationship for organic, regenerative flour. Celtic Bakers uses Shipton Mill's regenerative organic flour for their sourdough production. The company has forged relationships over the years with suppliers who share their values and ethos.
• Local Food Banks (North London)minorStrategic or Co-development PartnerDirect partnership with local food banks in north London to ensure surplus finished products go to those in the community who need it most, complementing the zero food waste commitment.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Hovis: Heritage UK bread brand with national grocery distribution. Comparable retail channel exposure and brand-driven competition for premium bakery shelf space.
• Warburtons: UK's largest bread manufacturer, dominating mainstream grocery. Sets competitive pricing benchmarks and shelf-space economics across retail channels where Celtic Bakers also distributes.

Direct peers

• Levain Bakery: US artisan cookie and viennoiserie bakery with multiple retail locations. Comparable craft baking model, premium product mix, and brand-led retail expansion strategy.
• Poilâne: Iconic Parisian artisan sourdough bakery with global retail and foodservice distribution. Comparable heritage starter culture, stone-floor baking, and premium positioning — useful international benchmark.
• Gail's Artisan Bakery: UK artisan bakery chain producing hand-crafted sourdough, viennoiserie, and patisserie for both retail and wholesale foodservice customers. Highly comparable in product mix, craft credentials, and premium London positioning.
• Bread Ahead: London-based artisan bakery and bakery school specialising in sourdough, viennoiserie, and doughnuts. Direct competitor in the London wholesale and farmers' market artisan segment with overlapping premium customers.
• E5 Bakehouse: East London craft bakery focused on organic sourdough and stone-ground flour, supplying restaurants, farmers' markets, and its own café. Comparable scale, organic credentials, and London foodservice customer base.
• Bertinet Bakery: Bath-based artisan bakery and cookery school producing hand-crafted breads and pastries, with a strong wholesale and direct-to-consumer offering. Comparable craft positioning and product portfolio breadth.
• The Bread Factory: Large-scale UK craft and artisan bakery supplying major retailers, foodservice, and own-label ranges. Comparable wholesale-to-retail model at greater scale, making it a relevant larger-stage comparator.
• Good Grain Bakery: UK gluten-free bakery brand that Celtic Bakers itself distributes under licence. Directly comparable gluten-free craft offering and shared distribution channels.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/celticbakers

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Celtic Bakers