Flavourtown Bakery

What Flavourtown Bakery does

Flavourtown Bakery is a privately held, London-based artisan bakery founded in 2013 that handcrafts premium layer cakes, cupcakes, and cookies in small batches from a single production kitchen in the NW10 postcode area. The company sells direct-to-consumer through its own e-commerce site (flavourtownbakery.co.uk) with seven-day-a-week delivery across London and the entire M25 area, including a next-day delivery option for orders placed by noon. Its product portfolio is organized across three axes — cakes by style (e.g., Vintage, Rainbow, Jellycat, Unicorn, Dinosaur, Bling), by occasion (Birthday, Wedding, Baby Shower), and by flavour (Red Velvet, Vanilla, Chocolate, Caramel, Vegan, Gluten-Free) — with unit pricing that ranges from $34 per dozen mini cupcakes to $82–$96 for standard layer cakes. In addition to DTC, Flavourtown operates a B2B channel supplying cakes to luxury retailers Harrods and Selfridges and offers a formalized corporate accounts program for bulk and event orders.

The underlying technology is fundamentally craft-based rather than software-based: every cake is baked and decorated by hand, with proprietary design formats such as Lambeth piping (Bling), Piñata cakes with hidden fillings, and signature recipes like the Biscoff Bogtrotter. The company has earned multiple Great Taste Gold Awards from the Guild of Fine Food and has been featured in Time Out London, Evening Standard, SheerLuxe, and Hitched.co.uk. Its marketing motion is product-led and visually driven, leveraging Instagram and other social channels where the visual, "Instagrammable" nature of the cakes drives organic sharing and word-of-mouth.

The revenue model is straightforward one-time direct product sales across consumer, corporate, and luxury-retail channels, with no subscription, licensing, or recurring components disclosed. Flavourtown employs approximately 14 people and describes itself as a "smaller, leaner team than ever before" following the closure of its Fulham physical store, indicating a deliberate shift toward a DTC-led, lower-fixed-cost operating model. The company is privately held with no disclosed investors, funding rounds, acquisitions, or leadership changes in the available record.

Name

Flavourtown Bakery

Legal name

Flavourtown Bakery

Website

https://flavourtownbakery.co.uk

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

11–50 employees

Short description

Flavourtown Bakery is a London-based, privately held artisan bakery founded in 2013 that handcrafts premium cakes, cupcakes, and cookies for direct-to-consumer delivery across London and the M25, alongside B2B supply to Harrods and Selfridges and a corporate accounts program.

Ownership category

akta.pro rank

Product category

Artisan Bakery

NAICS

Retail Bakeries (311811), Bread and Bakery Product Manufacturing (31181)

SIC

Bakery Products (2050)

akta.pro primary industry

Cake Shops & Custom Celebration Cakes (THAFAFAC)

akta.pro secondary industries

Dessert-First Bakeries (Cupcakes, Cookies, Brownies) (THAFAFAH), Online Bakery & Desserts Delivery (CRAHAIAK), Specialty Dietary Bakeries (Gluten-Free, Vegan, Allergen-Friendly) (THAFAFAI)

Keywords

• Artisan bakery
• Custom celebration cakes
• Cupcake delivery
• Wedding cakes
• Corporate cakes

Headquarters

HQ city

London

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, Infrastructure

Revenue model

1. Direct Product Sales: One-time purchase revenue from selling handcrafted cakes, cupcakes, and cookies directly to consumers and corporate customers through their e-commerce platform and delivery service.
2. Corporate Account Orders: Dedicated corporate accounts for businesses requiring bulk or recurring cake and cupcake orders for events, client gifts, and office celebrations.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

Flavourtown Bakery is a London-based artisan bakery that handcrafts layer cakes, cupcakes, cookies, and wedding/celebration cakes in small batches daily from its NW10 kitchen. Founded in 2013, it sells directly to consumers via its own e-commerce website with next-day delivery across London and the entire M25 area, and additionally supplies premium retailers Harrods and Selfridges and operates a dedicated corporate accounts programme.

Product overview

Flavourtown Bakery is a London-based artisan bakery offering handcrafted cakes, cupcakes, cookies, and wedding cakes with delivery across London and the M25 area. Founded in 2013, the product portfolio centers on three core offerings: layer cakes (available by style like Vintage, Rainbow, Unicorn, Heart, and Bling; by occasion such as Birthday, Wedding, Baby Shower; and by flavour including Red Velvet, Vanilla, Chocolate, Caramel, Cookies & Cream, Nutty, Vegan, and Gluten-Free), cupcakes (including Mini, Mixed Boxes, Favourite Boxes, Personalised, Photo, Themed, and flavour varieties), and cookies. Additional offerings include corporate cake services, next-day delivery, and specialty items like Piñata Cakes and the Biscoff Bogtrotter Cake. The bakery emphasizes handmade production in small batches with hand-decoration and offers same-order next-day delivery across the M25.

Differentiator

Problem solved

Functional benefit

Products and services

• Biscoff Bogtrotter Cake Layer cake featuring Biscoff biscuit spread with Biscoff drip topping, marketed as the ultimate Biscoff experience for London delivery.
• Victoria Sponge Cake Classic British Victoria Sponge Cake available for London delivery, part of Flavourtown's traditional cake range.
• Red Velvet Birthday Cake Red velvet layer cake with cream cheese frosting and piped decoration; a bestselling product priced at $82.00 with 9 reviews.
• Vanilla Rainbow Cake Rainbow layer cake with six brightly coloured sponge layers and vanilla buttercream, priced at $90.00.
• Vanilla Funfetti Sprinkle Cake Vanilla funfetti sprinkle birthday cake marketed as the best birthday cake in London, priced at $96.00.
• Bakers Mixed Dozen Mini Cupcakes Mixed box of 12 mini cupcakes priced from $34.00 per dozen.
• Cupcakes Full range of cupcakes including Mini Cupcakes, Bestsellers, Mixed Boxes, Favourite Boxes, Personalised, Photo, Football, Birthday, Children's Birthday, Baby Shower, Office Party, Themed, and flavour varieties (Red Velvet, Vanilla, Chocolate, Caramel, Cookies & Cream, Nutty, Vegan, Gluten-Free).
• Cookies Range of cookies described as impossible-to-put-down, available through Flavourtown's cookies collection.
• Bling Cakes Specialty cakes available in heart and round shapes with vintage Lambeth piping decoration.
• Piñata Cake Celebration cake with hidden treats inside, featuring M&Ms that pour out when the cake is cut.
• Football Cake Football-themed celebration cake available in 8-inch size for Arsenal and other team designs.
• Wedding Cakes Specialty wedding cakes for London delivery, recommended by Hitched.co.uk for wedding celebrations, rehearsal dinners, and receptions.
• Corporate Cakes & Cupcakes Dedicated corporate cake and cupcake offering for business clients with bulk ordering and recurring delivery capability, supported by Flavourtown's Corporate Account programme.
• Next Day Delivery Next-day cake and cupcake delivery service across London and the M25 for last-minute or emergency orders placed by noon.
• Vegan Biscoff Sundae Cake Vegan cake featuring Biscoff flavour, part of Flavourtown's vegan product line priced comparably to standard variants.

Quantifiable outcome

• 231 customer reviews with 5.0/5 star rating

Named customers4 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Two partnerships are on record, tiered core.

• HarrodscoreChannel Partner/ Reseller/ DistributorLong-standing B2B supply relationship where Flavourtown provides their premium handcrafted cakes and cupcakes for Harrods' food halls and customers. This partnership has been maintained for over 13 years alongside other premium London retailers.
• SelfridgescoreChannel Partner/ Reseller/ DistributorB2B supply relationship where Flavourtown provides their Great Taste Award-winning cakes and cupcakes for Selfridges' food halls. One of the premium London retailers Flavourtown has been proud to supply for over 13 years.

Scale indicators4 records

Recent moves2 records

Expansion highlights5 records

Market position

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/Flavourtownbake
• Facebookfacebook.com/flavourtownbakery
• Instagraminstagram.com/flavourtownbakery
• LinkedInlinkedin.com/company/flavourtown-bakery-limited

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

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 Flavourtown Bakery