Peck and Strong

What Peck and Strong does

Peck and Strong is a UK-based wholesale bakery founded in 1980 by John Peck, headquartered in a purpose-built facility in Crediton, Devon. The company manufactures hand-baked cakes, flapjacks, brownies, shortbreads, and savoury pies/tarts from scratch using traditional techniques and specified ingredients, including free-range eggs from a nearby Devon farm, Devonshire-made jam, and Provençal candied cherries. Its core go-to-market is B2B wholesale through food service distributors and contract caterers serving coffee shops, cafés, universities, stately homes, garden centres, and restaurants across the UK; products are distributed nationally via frozen transport and arrive pre-sliced and ready to serve.

The company operates with 11–50 employees, processing 16,000+ free-range eggs per week, and maintains a portfolio of more than 30 SKUs spanning vegan and gluten-free lines. In late 2024, after 40+ years of wholesale-only operations, Peck and Strong launched a direct-to-consumer e-commerce channel offering next-day courier delivery of selected traybakes and gift products. Distribution combines local direct delivery in the South West, national wholesale distributor partnerships, and the new consumer-facing storefront. The business has been organically grown over four decades with no disclosed external funding, M&A activity, or parent company, and remains privately held in England.

Name

Peck and Strong

Legal name

Peck and Strong

Website

https://peckandstrong.co.uk

Company type

Private

Founded year

1980

Operating status

Operating

Headcount range

11–50 employees

Short description

Peck and Strong is a privately held UK wholesale bakery, founded in 1980 and based in Crediton, Devon, that hand-bakes cakes, flapjacks, brownies, and shortbreads for food service customers nationwide, and recently launched a direct-to-consumer e-commerce channel.

Ownership category

akta.pro rank

Product category

Wholesale Bakery

NAICS

Bakeries and Tortilla Manufacturing (3118), Bread and Bakery Product Manufacturing (31181), Commercial Bakeries (311812), Frozen Cakes, Pies, and Other Pastries Manufacturing (311813), Baked Goods Retailers (445291)

SIC

Bakery Products (2050)

akta.pro primary industry

Wholesale / Commercial Bakeries (B2B Supply) (THAFAFAF)

akta.pro secondary industries

Artisan & Specialty Bakeries (Sourdough, Heritage Grains) (THAFAFAD), Frozen & Par-Baked Bakery Production (THAFAFAK), Retail Bakeries (Bread & Daily Bakery) (THAFAFAA)

Keywords

• Wholesale bakery products
• Handmade cakes
• Artisanal baked goods
• Traybakes and flapjacks
• Food service supply

Headquarters

HQ city

Crediton

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Wholesale B2B: Bulk sales of handmade cakes, flapjacks, brownies, shortbreads, and savouries to food service businesses including coffee shops, cafés, universities, stately homes, and restaurants. Distributed through food service wholesale specialists and contract caterers.
2. Retail/Direct to Consumer: Individual product sales to consumers through e-commerce storefront. Orders dispatched for next day delivery. Customers select and purchase specific products online.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels4 records

Core offering

Peck and Strong is a wholesale handmade bakery that produces and sells cakes, shortbreads, flapjacks, brownies, rocky road, frangipane, and vegetarian savouries (pies, tarts and flans) from its base in Crediton, Devon. The company supplies these baked goods primarily in bulk to food service businesses (cafes, coffee shops, tea rooms, universities, stately homes, garden centres and contract caterers) across the UK through wholesale distributors, and also offers direct home delivery of gift-packaged products to consumers via its e-commerce website.

Product overview

Peck and Strong is a handmade cake and bakery company founded in 1980, based in Crediton, Devon. They offer a portfolio of wholesale and retail bakery products including flapjacks (Yoghurt Topped Apple & Blackcurrant, Chocolate & Coconut, Apricot Filled, Cranberry & Pumpkin Seed, Classic, Apple & Blackcurrant, Summer Fruits, Rich Caramel Topped, Cinnamon Apple Jack), cakes (Banana and Chocolate Chip Loaf, Apple, Orange Lemon & Lime, Carrot Cake with Cream Cheese Icing, Raspberry Ripple, Blueberry Layer, Raspberry Victoria, Spiced Ginger Loaf, Lemon Drizzle Tray, Mocha Tray, Coffee, Chocolate Fudge), shortbread (Chocolate Caramel, Cherry, All Butter Cherry, Apple & Date Filled, All Butter Cranberry and Orange), brownies (with and without walnuts), and rocky road. Their wholesale division supplies cafes, coffee shops, tea rooms, universities, museums, stately homes, and restaurants across the UK. Their retail division offers direct-to-consumer home delivery. The company emphasizes hand-baked products made from scratch using quality ingredients like free-range eggs from Black Dog Farm and jam from Highfield Preserves. New for 2026: Raspberry Ripple Cake, Blueberry Layer Cake, Raspberry Victoria, Cinnamon Apple Jack, and Spiced Ginger Loaf Cake.

Differentiator

Problem solved

Functional benefit

Products and services

• Yoghurt Topped Apple & Blackcurrant Filled Flapjacks A bestselling flapjack filled with Bramley apples and blackcurrants, topped with yoghurt flavored topping. Pre-sliced into 16 portions for wholesale food service customers.
• Raspberry & Almond Frangipane Frangipane made with ground and flaked almonds, layered with raspberry jam from Highfield Preserves of Tiverton. Light but full of flavour. Wholesale offering for food service operators.
• Dark Chocolate Rocky Road with Apricots and Cherries Rocky road made with digestive biscuit pearls, vegan marshmallows, cherries, apricots, sultanas and cranberries bound in rich dark chocolate. Suitable for vegans.
• Banana and Chocolate Chip Loaf Cake Loaf cake made with ripe bananas and dark chocolate chips. Pre-sliced into 12 portions for portion control. Hand-finished with real, unprocessed ingredients. For wholesale food service customers.
• Chocolate Caramel Shortbread Shortbread topped with caramel made in-house, taken a little further than most to give more flavour to counteract some of the sweetness. Sold via retail home delivery and wholesale channels.
• Classic Flapjacks Traditional flapjack made with oats and golden syrup. Sold via retail home delivery and wholesale food service channels.
• Cherry Shortbread Shortbread made with cherries. Sold via retail home delivery.
• Brownies Classic chocolate brownies. Sold via retail home delivery and wholesale food service channels.
• Brownies with Walnuts Gluten-free brownie packed full of Belgian chocolate and walnut halves with a moist, truffle-like texture. For wholesale food service customers.
• Chocolate & Coconut Flapjacks Flapjack packed full of coconut alongside nutritious oats and topped with thick chocolate frosting and toasted coconut chips. Suitable for vegans. Wholesale offering.
• Apple & Blackcurrant Flapjacks Flapjack filled with Bramley apples and blackcurrants. Suitable for vegans. Sold via retail home delivery and wholesale channels.
• Apricot Filled Flapjacks Flapjack sandwiched with tangy apricot filling. The tart fruit filling complements the sweet oaty flapjack. Suitable for vegans. Wholesale offering.
• Raspberry Ripple Cake Vanilla bean sponge cake with whole raspberries rippled throughout, topped with vanilla bean buttercream and raspberry jam ripple, sprinkled with freeze-dried raspberries. Neatly portioned into 14 even slices. For wholesale customers.
• Blueberry Layer Cake New for 2026. Layer cake with blueberry. For wholesale customers.
• Raspberry Victoria New for 2026. Victoria sponge cake with raspberry. For wholesale customers.
• Cinnamon Apple Jack New for 2026. Flapjack with cinnamon and apple flavors. For wholesale customers.
• Spiced Ginger Loaf Cake New for 2026. Loaf cake with spiced ginger flavor. For wholesale customers.
• Rich Caramel Topped Flapjacks Flapjacks topped with caramel made to a carefully perfected recipe for the right flavour and colour. For wholesale customers.
• Cranberry & Pumpkin Seed Flapjacks Vegan flapjacks with sweet golden syrup, sharp cranberries and crunchy pumpkin seeds. For wholesale customers.
• Apple Cake Light, moist cake with traditional Bramley apples and demerara sugar topping, balancing sweet and sharp flavors. 12-14 recommended portions. For wholesale customers.
• Orange Lemon & Lime Cake Best-selling round cake. Moist, zingy and not too sweet. Ground almonds make this gluten-free. For wholesale customers.
• All Butter Cherry Shortbread Shortbread made with all butter and cherries. For wholesale customers.
• Lemon Drizzle Tray Cake Tray cake with lemon drizzle. For wholesale customers.
• Carrot Cake with Cream Cheese Icing Carrot cake topped with cream cheese icing. For wholesale customers.
• Apple & Date Filled Shortbread Shortbread filled with apple and date. Suitable for vegans. For wholesale customers.
• All Butter Cranberry and Orange Shortbread All butter shortbread with cranberry and orange. For wholesale customers.
• Mocha Tray Cake Tray cake with mocha flavor. For wholesale customers.
• Coffee Cake Coffee flavored cake, pre-sliced. For wholesale customers.
• Summer Fruits Flapjacks Flapjacks with summer fruits. Suitable for vegans. For wholesale customers.
• Chocolate Fudge Cake Chocolate fudge cake. For wholesale customers.
• Vegetarian Savouries (Pies, Tarts and Flans) Handmade vegetarian savoury pies, tarts and flans. Originally developed alongside flapjacks in 1980 and still part of the wholesale bakery offering to cafes, coffee shops, tea rooms, universities, stately homes and other food service customers.

Quantifiable outcome

• Over 375 years of combined baking experience across the team
• +2 more outcomes

Named customers7 records

Segments6 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Five partnerships are on record, tiered core and minor.

• Highfield PreservescoreOthersJam supplier based in Tiverton, Devon, that makes fruit jams to Peck and Strong's specification. Originally started making preserves on an Aga at home on Highfield Vineyard and now operates from purpose-built premises but still produces small batches by hand for excellent flavour and quality. Supplies jams for Victoria Sponge and Frangipane products.
• Black Dog FarmcoreOthersFree-range egg supplier located approximately 6 miles from Peck and Strong's Devon bakery. Family-run farm with over 20 years in the free-range egg business. Holds RSPCA accreditation and 'Lion Quality Standard' certification. Hens raised in the beautiful Devon countryside.
• Maison Léopold MarliaguesminorOthersFrench supplier of candied cherries based in Provence. Has been candying cherries for over 170 years. Described by Peck and Strong as 'the best we've ever found' - the only cherries they use in their products.
• Tate & LyleminorOthersSupplier of Golden Syrup in the iconic green and gold tin. Peck and Strong specifies this brand as the only acceptable option for their recipes.
• Feeding BritainminorOthersUK-based charity committed to combating hunger in Britain. Peck and Strong donates profits to this charity every year as part of their social responsibility commitments.

Scale indicators5 records

Recent moves8 records

Expansion highlights4 records

Emerging players

• Higgidy: UK premium hand-made pie, quiche, and savoury bake brand with strong grocery and DTC presence. Comparable on hand-made premium positioning and overlapping with Peck and Strong's savoury pies/tarts/flans range, though focused on hot savouries versus Peck and Strong's sweet-led mix.
• Pukka Pies: UK manufacturer of pies, savouries, and baked goods sold into foodservice, convenience, and grocery. Comparable on the savoury bake product overlap and UK-wide foodservice wholesale distribution model, though with heavier ambient/grocery focus.

Direct peers

• The Handmade Cake Company: UK wholesale handmade cake supplier selling traybakes, loaf cakes, and brownies to coffee shops and foodservice. Closest direct peer on positioning (handmade, foodservice-led) though operating at larger volume with stronger national brand recognition.
• Border Biscuits: Scottish premium biscuit and shortbread manufacturer supplying UK grocery, gifting, and foodservice channels. Comparable on shortbread product overlap, premium positioning, and supplier-to-hospitality distribution model.
• Village Bakery Wrexham: Welsh craft bakery producing breads, cakes, and traybakes for UK retail and foodservice. Direct peer on hand-baked craft manufacturing and similar multi-channel wholesale-plus-retail distribution model.
• Wright's Baking: Long-established UK commercial bakery producing cakes, traybakes, and bakery products for foodservice and retail. Direct competitor in wholesale bakery supply to UK cafés and hospitality, with a similar B2B-led model though at significantly larger scale and more automated production.
• Country Style Bakery: UK supplier of baked goods and sweet treats to the foodservice sector including cafés, pubs, and restaurants. Direct competitor in the wholesale artisan-style cake and dessert category with overlapping customer base.

Broad incumbents

• Soreen: Iconic UK malt loaf and baked snack brand (owned by Finsbury Food Group) sold across grocery and foodservice. Adjacent comparable on snack-bake / loaf format sold through similar UK distribution channels, but at far larger scale.
• Finsbury Food Group: AIM-listed UK specialty bakery group operating multiple cake and bread brands (e.g. Lightbody, Memory Lane) at industrial scale. Broad incumbent in the same UK bakery manufacturing space, supplying major retailers and foodservice but at significantly larger scale and automation level.
• Premier Foods (Mr Kipling, Cadbury cakes): FTSE-listed UK food manufacturer owning iconic cake brands (Mr Kipling, Cadbury cakes) and grocery brands. Broad incumbent in packaged cakes and ambient bakery, competing for the same end-consumer cake occasions as Peck and Strong's DTC range, though at much larger industrial scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights8 records

Customer concentration

• Pinterestpinterest.com/peckandstrong
• Facebookfacebook.com/peckandstrong
• LinkedInlinkedin.com/company/peck-and-strong-limited

Compliance3 records

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 Peck and Strong