Annabel's Deliciously British

What Annabel's Deliciously British does

Annabel's Deliciously British is a Yorkshire-based family food business founded by fifth-generation farmer Annabel Makin-Jones in 2016, built on a strawberry farm operating for 16+ years at Sturton Grange, Micklefield, Leeds. The company grows premium strawberries across a May–October season and converts 'wonky' (imperfect) fruit into a preserves range — strawberry conserve, strawberry chilli chutney, Rhuberry conserve, and Yorkshire Forced Rhubarb & mango chutney — under a zero-waste production model in which residual berries are sent to anaerobic digestion to generate energy for packaging. Adjacent product lines include PDO-protected Yorkshire Forced Rhubarb sourced from the Rhubarb Triangle, British daffodil bouquets (January–April), and Yorkshire Blossom Honey from a 1.5 million-bee apiary across 22 hives. A sister company, Tame & Wild (founded 2019), produces four flavours of sparkling non-alcoholic drinks from surplus fruit.

The business operates four revenue streams: direct-to-consumer e-commerce via its own online shop (42 SKUs with subscription options), wholesale to UK retailers (Booths as a best-selling brand, plus Ocado, Harrods, ASDA, Waitrose, Wholefoods) and a broad foodservice wholesaler network, an on-farm pop-up shop (Fridays, May–September) plus a hireable Strawberries & Cream events trailer for weddings and corporate events, and co-branded/ingredient supply partnerships (notably Bettys Yorkshire Classic Strawberry Preserve and Sloemotion Strawberry Gin Liqueur). Pricing spans £2.25–£85, with subscription options offering 20% savings. Distribution is geographically anchored in the UK with an initial international foothold at Spinney's Dubai.

Certifications include LEAF, BRC, Red Tractor, and B Corp (2024). Awards include Great Taste 2022 (2-star for Yorkshire Blossom Honey), Farm Shop & Deli 2023 Silver, and The Times #1 Eco Food 2021. The company employs 101–250 people and produces an annual volume of approximately 893,000 strawberry punnets (2022 season reference).

Name

Annabel's Deliciously British

Legal name

Annabel's Deliciously British

Website

https://annabelsdeliciouslybritish.co.uk

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

101–250 employees

Ownership category

akta.pro rank

Product category

Artisan British Preserves and Fresh Produce

NAICS

Strawberry Farming (111333), Sugar and Confectionery Product Manufacturing (3113), Specialty Food Retailers (4452)

SIC

Canned, Fruits, Veg, Preserves, Jams & Jellies (2033), Canned, Frozen & Preservd Fruit, Veg & Food Specialties (2030)

akta.pro primary industry

Berry Farming (Strawberries, Blueberries, Raspberries, Blackberries, Cranberries) (AFAGACAD)

akta.pro secondary industry

Specialty Food Gift Shops & Hampers (CRAHAGAN)

Keywords

• Premium fruit preserves
• British fresh strawberries
• Artisan chutneys
• Yorkshire blossom honey
• British sparkling soft drinks

Headquarters

HQ city

Micklefield

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Personnel, Operations, Supply Chain, Marketing or Sales, Technology or R&D

Revenue model

1. Direct E-commerce Sales: Direct-to-consumer online sales through the company's own e-commerce website. Consumers purchase fresh strawberries, preserves, honey, gift hampers, and merchandise directly. The company offers subscription options for recurring delivery of products like honey and preserves.
2. Wholesale and Retail Distribution: Wholesale supply of fresh strawberries, preserves, and honey to retailers (Booths, Ocado, Harrods, ASDA, Waitrose, Wholefoods, Spinney's Dubai) and food service wholesalers. This is a core revenue stream representing significant volume through established retail partnerships.
3. Events and Catering Hire: Revenue from hiring out the Strawberries & Cream events trailer for weddings, corporate events, parties, and public food festivals. Provides strawberries and cream, granola and yoghurt, and custom offerings to event hosts.
4. Co-branding and Ingredient Licensing: Revenue from co-branding arrangements and supplying proprietary ingredients to partner brands. Products include the Bettys Yorkshire Classic Strawberry Preserve (made with Annabel's strawberries and honey) and Sloemotion's Strawberry Gin Liqueur (using surplus strawberries).

Pricing tiers

Go-to-market motion4 records

Distribution channels11 records

Marketing channels9 records

Core offering

Annabel's Deliciously British is a Yorkshire family farm brand that grows Malling Centenary strawberries and converts them, along with surplus, wonky and partner-grown fruit, into a range of premium British preserves, chutneys, honey, daffodil bouquets and (via the sister Tame & Wild brand) sparkling soft drinks. The product is sold directly to consumers through an online shop, subscription and gift-hamper channels, and to trade buyers through wholesale into UK and Gulf premium retailers and food-service operators.

Product overview

Annabel's Deliciously British is a fifth-generation Yorkshire farming family business offering a portfolio of food products centered on their home-grown strawberries. The core product line includes fresh strawberries (May-October) and preserves (jams and chutneys) made from 'wonky' fruit for zero waste. The product range expanded to include Yorkshire Forced Rhubarb (from 2021), British daffodil bouquets (seasonal), and Yorkshire Blossom Honey from their 1.5 million bees across 22 hives. The company also operates a sister brand, Tame & Wild, producing four flavours of sparkling non-alcoholic drinks (Rhubarb & Elderberry, Strawberry & Lime Flower, Blueberry & Dandelion, Damson & Rosehip) available in Waitrose cafes since May 2024. Services include an on-farm pop-up shop (Fridays, May-September) and a hireable Strawberries & Cream events trailer for weddings and corporate occasions. Gift hampers and merchandise round out the portfolio. The company supplies Booths, Ocado, Harrods, and other premium retailers.

Differentiator

Problem solved

Functional benefit

Brands

• Tame & Wild: Sister company founded in 2019 producing fruit- and botanical-infused sparkling non-alcoholic drinks including Rhubarb & Elderberry, Strawberry & Limeflower, Blueberry & Dandelion, and Damson & Rosehip.

Products and services

• Fresh British Strawberries (Malling Centenary)
• Strawberry Conserve
• Strawberry Chilli Chutney
• Rhuberry Conserve Fruit preserve combining the farm's strawberries with another Yorkshire-grown berry, sold through preserve and gifting channels.
• Yorkshire Forced Rhubarb and Mango Chutney Chutney pairing Yorkshire forced rhubarb (sourced via a propagation partnership with another Yorkshire grower) with mango, extending the preserves range into rhubarb.
• Yorkshire Blossom Honey Single-origin honey produced by the farm's own apiary, harvested from strawberry and other Yorkshire blossom, sold to retail and gifting customers.
• Cut-comb Honeycomb Frame Cut-comb honeycomb from the farm's own apiary, positioned as a premium honey SKU alongside the Yorkshire Blossom Honey line.
• British Daffodil Bouquets Seasonal British-grown daffodil bouquets sold as a complementary gifting and home line alongside the food and drinks range.
• Tame & Wild Strawberry & Lime Flower British-grown, low-sugar sparkling soft drink from the sister Tame & Wild brand, pairing the farm's strawberries with lime flower.
• Tame & Wild Rhubarb & Elderberry British-grown, low-sugar sparkling soft drink from the Tame & Wild sister brand, combining Yorkshire rhubarb with elderberry.
• Tame & Wild Blueberry & Dandelion British-grown, low-sugar sparkling soft drink from the Tame & Wild sister brand, pairing blueberries with dandelion.
• Tame & Wild Damson & Rosehip British-grown, low-sugar sparkling soft drink from the Tame & Wild sister brand, pairing damsons with rosehip.
• Annabel's Subscription Box Recurring subscription delivering seasonal fresh strawberries, preserves, honey, daffodils and/or Tame & Wild drinks directly to consumers via the own e-commerce site.
• Annabel's Gift Hampers Curated multi-SKU gift hampers combining the brand's preserves, honey, daffodils and Tame & Wild drinks, sold direct-to-consumer and to corporate/wedding gifting customers.
• Mobile Events Trailer Mobile retail and brand-experience trailer taken to festivals, food shows, weddings and corporate events to sell and promote the farm's range, also offered as a hire/service for event customers.
• On-Farm Pop-Up Shop Seasonal physical pop-up shop at the Yorkshire farm selling the full Annabel's and Tame & Wild range direct to consumers, supplementing the e-commerce store.

Quantifiable outcome

• 893,106 punnets of strawberries produced in the 2022 season alone (mid-May to mid-October)
• +3 more outcomes

Named customers15 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature4 records

Partnerships

Eight partnerships are on record, tiered flagship, minor and core.

• BettysflagshipStrategic or Co-development Partner · 1 April 2024After 18 months of collaboration, Annabel's Deliciously British produces the Bettys Yorkshire Classic Strawberry Preserve using home-grown Yorkshire Malling Centenary strawberries. This preserve is featured in all Bettys treats with strawberry jam, including Victoria Sponge Cake, Yorkshire Strawberry Fondant Fancies, Yorkshire Cream Tea, and Afternoon Tea. Both are family-owned Yorkshire businesses sharing the same values around provenance, sustainability, and quality.
• Tame & WildflagshipStrategic or Co-development Partner · 1 January 2019Founded by Annabel Makin-Jones in 2019, Tame & Wild is a sister company producing fruit- and botanical-infused sparkling non-alcoholic drinks. Flavours include Rhubarb & Elderberry, Strawberry & Limeflower, Blueberry & Dandelion, and Damson & Rosehip. The drinks are available in Waitrose Cafes nationwide from May 2024 and use surplus 'wonky' fruit from the farm.
• MeadowFarm LifestyleminorStrategic or Co-development PartnerCollaboration with Yorkshire-based MeadowFarm Lifestyle to produce the Rhubarb & Thyme Reed Diffuser, a home fragrance product featuring fruity sweet notes of rhubarb with earthy green thyme.
• Sloemotion DistilleryminorStrategic or Co-development PartnerCollaboration using surplus strawberries from Annabel's farm in the creation of Sloemotion's Strawberry Gin Liqueur with Vanilla & Black Pepper, reducing food waste while creating a premium alcoholic beverage.
• Sorted FoodminorStrategic or Co-development PartnerCollaboration with the home-cooking community Sorted Food to utilise surplus strawberries in new product development, supporting the zero-waste mission.
• Yorkshire Forced Rhubarb GrowerscoreStrategic or Co-development PartnerAnnabel works alongside specialist growers in Yorkshire's Rhubarb Triangle to produce PDO-protected Yorkshire Forced Rhubarb, following in the footsteps of her grandfather Edmund Makin who grew rhubarb in the 1950s.
• Lottie Shaw's BakeryminorChannel Partner/ Reseller/ DistributorLottie Shaw's biscuits are included in Annabel's gift bags (Tame & Wild Gift Bag includes Lottie Shaw's Yorkshire Ginger Parkin Biscuits and All Butter Shortbread; Annabel's Gift Bag includes Seeded Oatmeal Biscuits and Stem Ginger Savoury Oatmeal Biscuits).
• Peter's YardminorChannel Partner/ Reseller/ DistributorPeter's Yard Sea Salt Sourdough Flatbreads are included in the Cheese Lovers Gift Hamper alongside Annabel's chutneys.

Scale indicators7 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Mackays: Mackays is a UK preserve and marmalade producer supplying branded and private-label products. It is a direct regional peer in fruit preserves, grocery distribution and packaged food branding.
• Stokes: Stokes is a UK manufacturer of sauces, preserves and condiments supplied through retail and foodservice channels. It is a direct peer for the chutney and preserve side of Annabel's portfolio, though its product mix is broader.
• The English Provender Company: The English Provender Company produces premium preserves, chutneys and condiments for retail and foodservice. It directly overlaps with Annabel's provenance-led fruit preserves, chutneys and gifting proposition.
• Angus Soft Fruits: Angus Soft Fruits is a UK soft-fruit grower and packer with berry-variety and seasonal-supply operations. It is a direct peer on strawberry cultivation, packing and distribution to retail customers.
• Duerr's: Duerr's is a UK preserves and marmalade manufacturer with a long-standing branded retail presence. It is a direct peer in fruit preserves, premium packaging and mainstream grocery distribution.
• Berry Gardens: Berry Gardens is a UK berry-growing and marketing business that serves retail and foodservice customers. Its seasonal berry production, packing and UK distribution make it a direct operating peer to Annabel's strawberry farm.
• Bonne Maman: Bonne Maman is a global packaged fruit-preserve brand with jams and related products sold through grocery and foodservice channels. It overlaps directly with Annabel's premium conserve proposition, although at greater scale and geographic breadth.
• Hugh Lowe Farms: Hugh Lowe Farms is a UK soft-fruit farm focused on strawberries and other berries. It is directly comparable on farm production, seasonal supply and supplying UK retail and foodservice channels.
• Tiptree: Tiptree is an established UK preserve and condiment manufacturer with a broad branded portfolio. It directly compares on fruit preserves, premium retail distribution and brand-led packaged food.

Broad incumbents

• Driscoll's: Driscoll's is a global berry breeder, grower and marketer with a broad fresh-berry portfolio. It compares with Annabel's on strawberry sourcing, branded distribution and seasonal supply, although it operates at substantially greater scale and geographic breadth.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xtwitter.com/ADBStrawberries
• YouTubeyoutube.com/channel/UCWNIiMxaVnU1umA6O-3RF1g
• Facebookfacebook.com/annabelsdeliciouslybritish
• Instagraminstagram.com/annabelsdeliciouslybritish

Compliance7 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 Annabel's Deliciously British