FLAKE BAKE
Flake Bake is a UK specialty food company that produces handmade Jamaican patties from its Peckham bakery, selling through Aldi (1,000+ stores), direct e-commerce, and B2B wholesale to food service businesses. Founded in 2012 by Paul and Mike Williams, it is the UK's largest handmade Jamaican patty producer.
- Company typePrivate
- Founded2012
- HeadquartersLondon, United Kingdom
- Headcount1–10
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What FLAKE BAKE does
Flake Bake Ltd is a UK specialty food company founded in 2012 by father-and-son team Paul and Mike Williams in Peckham, South London, producing handmade Jamaican patties under traditional family recipes brought from Jamaica. The product portfolio includes seven patty flavours (Beef, Cheesy Beef, Chicken, Lamb, Saltfish, Vegetable, and Callaloo) plus traditional coco bread, with all meat patties Halal-certified using meat from supplier Rox Meat. Direct-to-consumer and wholesale products are handmade at the Peckham bakery (Unit 12, Penarth Centre), while retail-scale production for Aldi is handled by a high-volume manufacturing partner.
The business operates a three-channel distribution model: national retail through Aldi UK (1,000+ stores stocking Beef and Chicken patties at 99p each, secured by winning Channel 4's Aldi's Next Big Thing 2024); direct e-commerce via the company's own website with packs of 10 (£25), mini patties packs of 50 (£75), and coco bread (£12 per 8-pack) with free nationwide delivery; and B2B wholesale to restaurants, takeaways, cafés, bakeries, pubs, street food vendors, event caterers, and convenience stores with a minimum order of 50 patties. The Aldi range is exclusive to Aldi and is not Halal certified, while handmade products from the Peckham bakery are Halal certified.
Flake Bake is positioned as the UK's largest producer of handmade Jamaican patties, selling over 3 million units since the April 2024 Aldi launch with average weekly volume of 40k+ units across all channels. The company is founder-owned with no disclosed external institutional investment, and has earned significant recognition including UK Caribbean Food Awards Best Patty 2024, Best of Jamaica Awards Best Patty in the UK 2024, Black British Business Awards Entrepreneur Rising Star 2024 (Mike Williams), Channel 4/Lloyds Bank Black in Business 2025 (£150k advertising prize), and inclusion in the FEBE Growth 100 Watch List 2025. Marketing is amplified through earned media, viral social content (2M+ video views), and PR coverage across BBC, ITV, Channel 4, The Telegraph, The Times, and The Independent.
FLAKE BAKE firmographics
Firmographics- Name
- FLAKE BAKE
- Legal name
- Flake Bake Ltd
- Website
- https://flakebake.co.uk
- Company type
- Private
- Founded year
- 2012
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Flake Bake is a UK specialty food company that produces handmade Jamaican patties from its Peckham bakery, selling through Aldi (1,000+ stores), direct e-commerce, and B2B wholesale to food service businesses. Founded in 2012 by Paul and Mike Williams, it is the UK's largest handmade Jamaican patty producer.
- Ownership category
- akta.pro rank
FLAKE BAKE industry classification
Industry- Product category
- Specialty Bakery (Jamaican Patties)
- NAICS
- Bakeries and Tortilla Manufacturing (3118), Bread and Bakery Product Manufacturing (31181)
- SIC
- Bakery Products (2050)
- akta.pro primary industry
- Ethnic & Regional Bakeries (e.g., Middle Eastern, Asian, Latin) (THAFAFAJ)
- akta.pro secondary industries
- Chips & Savory Snacks (Potato, Tortilla, Extruded) (CRADABAE), Frozen & Par-Baked Bakery Production (THAFAFAK)
Keywords
Where FLAKE BAKE is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
FLAKE BAKE business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D
Revenue model
- Direct E-commerce Sales: Online sales of handmade patties and coco bread through company's own website. Products sold in packs (10 patties, 50 minis, coco bread) with nationwide UK delivery. Free delivery on orders. Collection from Peckham bakery also available.
- Retail Partnership - Aldi: National retail distribution through Aldi UK stores. Flake Bake won Aldi's Next Big Thing competition securing permanent listing. Products sold at 99p per patty in Aldi stores nationwide (over 1,000 stores). Aldi range includes Beef and Chicken flavours.
- Wholesale B2B Sales: B2B wholesale supply to restaurants, takeaways, cafés, bakeries, pubs, street food vendors, event caterers, and convenience stores. Minimum wholesale order of 50 patties. Patties supplied unbranded for food service. Both regular and mini patties available.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard Patties - Pack of 10 |
| Unit Pricing | Pay-as-you-go | Mini Patties - Pack of 50 |
| Unit Pricing | Pay-as-you-go | Coco Bread |
| Unit Pricing | Pay-as-you-go | Aldi Retail |
| Unit Pricing | Pay-as-you-go | Wholesale Pricing |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels7 records
FLAKE BAKE product offering
Product offeringCore offering
Flake Bake manufactures and sells handmade Jamaican patties in seven flavours (Beef, Cheesy Beef, Lamb, Chicken, Saltfish, Vegetable, and Callaloo) alongside traditional Jamaican Coco Bread and bite-sized mini patties. All meat patties are Halal-certified, produced at the Peckham bakery in South London, and sold via direct e-commerce, national retail through Aldi (1,000+ stores), and wholesale to food service businesses.
Product overview
Flake Bake is a specialty food company producing handmade Jamaican patties from their bakery in Peckham, South London. The core product line consists of seven flavours of regular-sized Jamaican patties (Beef, Cheesy Beef, Lamb, Chicken, Saltfish, Vegetable, and Callaloo) along with traditional Jamaican Coco Bread. The portfolio includes Mix & Match multipacks (10-pack/2 flavours, 12-pack/3 flavours) and Mini Patties in bulk packs (50-pack/2 flavours, 100-pack/4 flavours). All meat patties are Halal-certified using Rox Meat supplier. The company also supplies a separate Aldi-exclusive product range (Beef and Chicken) manufactured through a high-volume partner for nationwide supermarket distribution.
Differentiator
Problem solved
Functional benefit
Quantifiable outcome
- Over 3 million patties sold since Aldi launch April 2024
- +5 more outcomes
Companies that use FLAKE BAKE
Customer profileNamed customers3 records
Segments5 records
Ideal customer profiles4 records
FLAKE BAKE technology and API
TechnologyAPI detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
Feature3 records
FLAKE BAKE partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core and major.
- Aldi UKcoreMajor national retail partnership secured through winning Channel 4's Aldi's Next Big Thing 2024 competition. Flake Bake became the first brand in the programme's history to secure a permanent supermarket listing. Products (Beef and Chicken patties) now available in over 1,000 Aldi stores nationwide. The Aldi range is exclusive to Aldi and not available for retail resale. Note: Aldi patties are not Halal certified.
- Rox MeatcoreCertified Halal meat supplier for Flake Bake's meat patties (Beef, Chicken, Lamb, Cheesy Beef). All meat patties produced in the Peckham bakery use Halal-certified meat from Rox Meat.
- Food Service Wholesale CustomerscoreWholesale B2B partnerships with restaurants, takeaways, cafés, bakeries, pubs, street food vendors, event caterers, and convenience stores. Patties supplied unbranded for food service at wholesale pricing with minimum order of 50. Supports long-term wholesale partnerships with competitive pricing for larger volumes.
- High-Volume Manufacturing PartnermajorManufacturing partner producing Flake Bake flavours at scale for Aldi national distribution. This partnership enables Flake Bake flavours to reach nationwide audiences through high-volume production while the Peckham bakery continues handmade production for direct and wholesale sales.
Scale indicators9 records
Recent moves7 records
Expansion highlights5 records
FLAKE BAKE competitors and assessment
Company assessmentBroad incumbents
- Bakkavor: UK-listed fresh-prepared food manufacturer producing bakery, dessert, and savoury pastry products across multiple own-label and branded categories for major grocers. Comparable as a large UK fresh-food manufacturer with national supermarket supply and broad bakery capability.
Emerging players
- Caribbean Food Factory: UK manufacturer and distributor of Caribbean baked goods, patties, and snacks supplied to Caribbean takeaways, caterers and selected UK retailers. Comparable as a smaller UK producer of Jamaican-style patties competing in similar foodservice and ethnic retail channels.
Direct peers
- Jus-Rol: UK market-leading frozen and chilled pastry brand (owned by General Mills), producing ready-to-bake puff pastry, shortcrust, pizza bases, and filled pastry products for retail and foodservice. Comparable as a category-leading UK pastry-based CPG brand with national grocery distribution.
- Pukka Pies: UK savoury baked pastry brand producing pies, pasties, and slices for major grocers, convenience, and foodservice. Comparable as a savoury baked pastry CPG brand with national UK retail and foodservice distribution.
- Wall's Pastry: UK manufacturer of frozen and chilled savoury pastries (sausage rolls, pasties, bakes), part of the Karro Food Group, supplying major UK grocers and foodservice. Comparable as a high-volume savoury baked pastry producer competing for similar UK freezer and chilled fixture space.
- Discovery Foods: UK-based Caribbean and international food brand producing ready meals, sauces, and frozen products sold through mainstream UK grocery. Comparable as a Caribbean CPG manufacturer with national grocery listings and multi-category frozen offerings.
- Tropical Sun: UK supplier of Caribbean, African and Asian food products — flours, drinks, sauces, frozen items — distributed through wholesalers and retailers. Comparable as a UK-based ethnic food brand operating in Caribbean categories with national distribution.
- Ginsters: UK savoury pastry brand owned by Samworth Brothers, selling pasties, slices, sausage rolls and bakes through major UK supermarkets and convenience channels. Comparable as a national savoury pastry CPG brand with multi-flavour SKU range and broad UK grocery presence.
- Reggae Reggae Sauce (Levi Roots): UK Caribbean food brand founded by Levi Roots, originally famous from a Dragon's Den appearance, now selling sauces, marinades and ready meals through major UK grocers. Comparable as a UK-grown Caribbean food brand that scaled nationally through retail and PR-driven brand building.
- Island Delight: UK Caribbean food producer offering patties, baked goods, sauces and frozen meals across multiple retailers. Directly comparable as a UK manufacturer of Jamaican-style patties and Caribbean baked products sold through national grocery channels.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
FLAKE BAKE social profiles
Digital presenceFLAKE BAKE compliance and trust
Trust signalCompliance1 record
FLAKE BAKE financial estimates
Financial estimateRevenue estimate
Valuation estimate
FLAKE BAKE leadership team
Management profileNumber of profiles
Profiles2 records
FLAKE BAKE funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
FLAKE BAKE M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about FLAKE BAKE
What does FLAKE BAKE do?
Flake Bake manufactures and sells handmade Jamaican patties in seven flavours (Beef, Cheesy Beef, Lamb, Chicken, Saltfish, Vegetable, and Callaloo) alongside traditional Jamaican Coco Bread and bite-sized mini patties. All meat patties are Halal-certified, produced at the Peckham bakery in South London, and sold via direct e-commerce, national retail through Aldi (1,000+ stores), and wholesale to food service businesses.
Is FLAKE BAKE a public or private company?
FLAKE BAKE is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was FLAKE BAKE founded?
FLAKE BAKE was founded in 2012. It employs 1 to 10 people.
Where is FLAKE BAKE based?
FLAKE BAKE is headquartered in London, United Kingdom, in the Europe region.
How does FLAKE BAKE make money?
Three revenue lines are on record. Direct E-commerce Sales are the primary driver. The others are retail Partnership - Aldi and wholesale B2B Sales.
Who are FLAKE BAKE's main competitors?
Bakkavor is listed as a broad incumbent. Caribbean Food Factory is listed as an emerging player. Direct peers are Jus-Rol, Pukka Pies, Wall's Pastry, Discovery Foods, Tropical Sun, Ginsters, Reggae Reggae Sauce (Levi Roots) and Island Delight.
Does FLAKE BAKE have an API?
No public API is recorded for FLAKE BAKE.
What industry is FLAKE BAKE in?
FLAKE BAKE's product category is Specialty Bakery (Jamaican Patties). Its primary akta.pro industry code is THAFAFAJ, Ethnic & Regional Bakeries (e.g., Middle Eastern, Asian, Latin), with a secondary code of CRADABAE, Chips & Savory Snacks (Potato, Tortilla, Extruded). Its NAICS code is 3118 and its SIC code is 2050.