British Baker

What British Baker does

British Baker is a UK trade media brand serving the baking industry, operating continuously since 1886 and currently owned by William Reed, a diversified B2B media group. It serves plant bakeries, craft and in-store bakers, ingredient and equipment suppliers, and foodservice operators through a portfolio of editorial and event products anchored on the bakeryinfo.co.uk news portal, email newsletters, and data-led reports such as the Bakery Market Report and Bakery NPD Guide. The brand runs a calendar of industry competitions and awards, including the long-standing Baking Industry Awards (running for nearly four decades) and more recently introduced properties such as Britain's Best Cake and Britain's Best Loaf, with a Scottish edition delivered in partnership with Scottish Bakers.

Name

British Baker

Legal name

British Baker

Website

https://bakeryinfo.co.uk

Company type

Private

Founded year

1886

Operating status

Operating

Headcount range

1–10 employees

Short description

British Baker is a 140-year-old UK trade publication serving the baking industry with news, market reports, awards, and competitions, monetised through advertising, event sponsorship, and sponsored editorial content.

Ownership category

akta.pro rank

Headquarters

HQ city

Crawley

HQ country

United Kingdom

HQ region

Europe

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Infrastructure

Revenue model

1. Advertising: British Baker generates revenue by selling advertising space on its website and in its newsletters to bakery industry suppliers, manufacturers, and brands seeking to reach industry professionals.
2. Event Sponsorship: Major revenue stream through sponsorship of flagship events including the Baking Industry Awards (nearly four decades running), Britain's Best Cake, and Britain's Best Loaf. Sponsors include major industry names like Dawn Foods, Kluman & Balter, Rainbow Dust, St. Ewe Free Range Eggs, Flora Professional, Lantmännen Unibake, Rademaker, TraceGains, Delice de France, and Fritsch.
3. Webinars and Promotional Content: The publication hosts sponsored webinars and publishes promotional features, with partners including Lavazza, Foodforecast Technologies, Lesaffre UK & Ireland, Puratos UK, Multivac, Angel Yeast, and others paying for visibility.
4. Sponsored Reports: Market reports and industry guides such as the Bakery Market Report and Bakery NPD Guide are sponsored by industry suppliers, combining editorial content with commercial partnerships.
5. Registration and Content Access: Free registration provides basic access to content. The registration wall suggests premium content may be available to registered users, with the stated benefits including uninterrupted access to British Baker content, regular newsletters, ability to share opinions, and personal article library.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

British Baker is a trade media publication and online news portal (bakeryinfo.co.uk) serving the UK baking industry with daily editorial coverage, market reports, industry events, and competitions. It publishes news across retail, foodservice, manufacture, finance, legislation, and health sectors of the bakery sector, and organises flagship events including the Baking Industry Awards, Britain's Best Cake, and Britain's Best Loaf.

Product overview

British Baker is a comprehensive media platform serving the UK baking industry for over 140 years. The core offering is its online news portal providing daily coverage across bakery retail, foodservice, manufacturing, ingredients, equipment, legislation, and health. The platform offers a portfolio of publications including the annual Bakery Market Report and Bakery NPD Guide, alongside signature events such as the Baking Industry Awards, Britain's Best Cake, and Britain's Best Loaf competitions. Additional services include expert email newsletters, whitepapers, webinars, and promotional content partnerships with industry suppliers.

Differentiator

Problem solved

Functional benefit

Brands

• Baking Industry Awards: Prestigious annual awards celebrating excellence and innovation in the baking industry, nearly four decades old.
• Britain's Best Loaf
• Britain's Best Cake

Products and services

• British Baker News Portal Online news portal providing daily editorial coverage of the UK baking industry, covering retail, foodservice, manufacturing, finance, legislation, and health sectors for bakery professionals.
• Bakery Market Report Annual sponsored market research report delivering analysis, trends, and market intelligence for the UK bakery sector.
• Bakery NPD Guide Annual sponsored guide covering new product development trends in the bakery industry.
• Baking Industry Awards Annual awards ceremony celebrating excellence and innovation in the baking industry, recognising standout people, products, and businesses.
• Britain's Best Cake Annual competition to find the finest cakes in the UK, featuring multiple cake categories and held at NEC Birmingham.
• Britain's Best Loaf Annual competition recognising outstanding bread products from bakeries across the UK.
• Expert Email Newsletters Regular and special edition email newsletters covering market intelligence and industry news, delivered to registered users.

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

19 partnerships are on record, tiered major, core and minor.

• Dawn FoodsmajorGTM or Marketing PartnerSponsorship of Britain's Best Cake 2026 competition, supporting the premier cake-making awards programme in the UK baking industry.
• Kluman & BaltermajorGTM or Marketing PartnerSponsorship of Britain's Best Cake 2026 as a technical and development partner, contributing expertise to the judging panel.
• Rainbow DustmajorGTM or Marketing PartnerSponsorship of Britain's Best Cake 2026, supporting the cake industry's premier competition.
• St. Ewe Free Range EggsmajorGTM or Marketing PartnerSponsorship of Britain's Best Cake 2026, providing free-range eggs as both sponsor and prize contributor to the competition.
• Flora ProfessionalcoreGTM or Marketing PartnerSponsor of the Bakery Market Report 2026, a flagship industry research publication providing market intelligence to the UK baking sector.
• Lantmännen UnibakecoreGTM or Marketing PartnerSponsor of the Bakery Market Report 2026, supporting industry-wide market intelligence and trend analysis.
• RademakercoreGTM or Marketing PartnerSponsor of the Bakery Market Report 2026, contributing to industry research and market reporting.
• TraceGainscoreGTM or Marketing PartnerSponsor of the Bakery Market Report 2026 and Bakery NPD Guide 2026, supporting multiple flagship industry publications.
• Delice de FrancecoreGTM or Marketing PartnerSponsor of the Bakery NPD Guide 2026, supporting new product development intelligence for the industry.
• FritschcoreGTM or Marketing PartnerSponsor of Bakery NPD Guide 2026 and Top Bakery Trends 2026, supporting industry innovation and trend coverage.
• Lesaffre UK & IrelandcoreGTM or Marketing PartnerSponsor of Bakery NPD Guide 2026 and paid partnership for pizza base webinar content.
• LavazzaminorGTM or Marketing PartnerPaid promotional feature on how retailers can differentiate with a top-quality coffee experience.
• Foodforecast TechnologiesminorGTM or Marketing PartnerPaid promotional feature on AI changing bakery forecasting, targeting operational efficiency in bakery production.
• Puratos UKminorGTM or Marketing PartnerPaid promotional features on sweet bakery fillings and sponsor of Top Bakery Trends 2026.
• Angel YeastminorGTM or Marketing PartnerPaid promotional feature on how British bakers are solving the texture-taste-sustainability trilemma.
• MultivacminorGTM or Marketing PartnerPaid promotional feature on why automation has become a must-have for all sizes of bakery.
• Webvision CloudminorOthersWebsite technology platform powering the British Baker website (bakeryinfo.co.uk).
• Matthews Cotswold FlourcoreGTM or Marketing PartnerSponsor of Bakery Retail Guide 2025, supporting retail-focused industry guidance.
• Scottish BakerscoreStrategic or Co-development PartnerCo-presentation of Scottish Baker of the Year awards programme, combining British Baker's editorial reach with Scottish Bakers' regional industry expertise.

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Restaurant Business: Established US foodservice trade publication with parallel news, events (e.g., awards), and B2B advertising-driven revenue model. Comparable as a long-running trade title monetizing adjacent (foodservice/bakery operator) audience with similar event-and-content mix to British Baker.
• Food Manufacture: William Reed sister publication serving the UK food and beverage manufacturing industry with parallel news, awards, jobs board, and sponsored content offerings. Same revenue model, same parent infrastructure, overlapping supplier and equipment sponsor pools as British Baker.
• The Grocer: William Reed's flagship UK grocery-retail trade publication, sharing the same parent, events team, and B2B advertising-and-sponsorship motion. Highly comparable as a sister trade title with same business model and group synergies as British Baker.
• Just-Food: Food industry trade publication owned by William Reed, providing news, intelligence, and analysis to branded food manufacturers. Closely comparable business model (advertising, sponsored reports, events) and overlapping supplier advertiser base with British Baker.
• FoodNavigator: Global food industry digital trade publication covering bakery, ingredients, and food tech with news, analysis, and events. Direct competitive peer in B2B food trade media with similar advertiser-targeting customer (ingredient suppliers, equipment makers, food manufacturers).
• Food Engineering Magazine: Established US food manufacturing trade publication (BNP Media) covering processing, packaging, and operations. Direct comparable in B2B food-manufacturer trade media, sharing advertising and event revenue mechanics with British Baker's "Manufacture" coverage.
• Bakery and Snacks: Sister title under William Reed, focused on the global bakery and snacks industry with similar news, reports, and event formats. Operates with the same trade-publication B2B advertising-and-sponsorship revenue model targeting ingredient suppliers, equipment manufacturers, and brand owners.
• FoodBev Media: Independent food and beverage industry trade publication offering news, webinars, supplier directories, and events. Operates the same B2B trade-media revenue model targeting ingredient suppliers, equipment manufacturers, and brand owners in the food industry.

Broad incumbents

• Big Hospitality: William Reed sister title covering UK restaurants, pubs, and hotels — adjacent to British Baker's foodservice segment. Operates with same parent infrastructure and revenue model but serves the operator rather than bakery-manufacturer audience.
• Morning Advertiser: William Reed sister publication serving the UK pub, bar, and drinks trade. Comparable trade-publication model and group synergies but operates in a different vertical (drinks hospitality vs. bakery manufacturing).

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/britishbaker
• Facebookfacebook.com/BritishBaker
• LinkedInlinkedin.com/company/british-baker

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

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 British Baker