Quick bites: The journey from dissertation to dominance in the UK’s Jamaican patty market

Jamaican patties are a meat- or veggie-filled pastries eaten as an everyday snack or as a meal. They are the Jamaican version of the beloved British Cornish pasty.

South East London-based Flake Bake rose from a master’s dissertation concept to taking the UK food market by storm – winning Aldi’s Next Best Thing and selling 100,000 patties instore in just 10 days. However, it wasn’t an overnight sensation, but a 12-year journey that is a testament to the power of vision, determination and innovation.

Bakery&Snacks caught up with founder Mike Williams to explore his journey, recent triumphs and the lessons every food entrepreneur can learn from his experience.

What inspired you to start Flake Bake and how has the business evolved since its founding in 2012?

The inspiration for Flake Bake stemmed from observing the rising popularity of Jamaican food in the UK. Figures like Levi Roots and his Reggae Reggae Sauce proved there was an appetite for Caribbean flavours here.

(Levi Roots is a British-Jamaican entrepreneur, musician and TV personality best known for his Caribbean-style barbecue sauce that became popular after he appeared on Dragons’ Den in 2007. His story is often cited as an inspiring example of how a unique product, cultural authenticity and clever branding can resonate widely with consumers.)

After my graduation with a degree in Economics and Politics, I pursued a master’s at the University of Warwick, where I focused my dissertation on launching a Jamaican patty business in the UK, applying the Blue Ocean Strategy. My dad’s retail bakery provided the foundation; we had the equipment and team but needed a new location, funding and determination.

Today, Flake Bake has grown from a local business into the UK’s leading handmade Jamaican patty supplier, recognised for its quality and authenticity.

Winning Aldi’s Next Big Thing was a major milestone. How has that impacted your business and what do you foresee as the long-term effects?

Winning Aldi’s Next Big Thing has been transformative. Our reach expanded significantly and we garnered media attention from BBC News, ITV, The Independent and other major outlets.

The boost to our brand’s visibility has been surreal – we even hosted BBC Radio 5 Live at our bakery to discuss the recent budget. It also led to several award nominations and I was  honoured to make HSBC’s list of Top 25 Black Entrepreneurs to Watch in 2024.

The exposure strengthened our brand’s credibility, opening doors to more high-profile events and partnerships with major corporations and organisations, like the Jamaica High Commission UK, a Labour party conference, Apple and Netflix. In the long run, we’re hopeful that Flake Bake will become a household name, synonymous with quality Caribbean cuisine.

Scaling from a dissertation idea to selling 100,000 patties in Aldi over 10 days is impressive. How did you achieve this growth?

It’s been a 12-year journey of dedication and perseverance. I started by building our base locally, delivering flyers and samples to nearby Caribbean takeaways and gradually expanded to supply schools, pubs and street vendors. Notting Hill Carnival became a major event for us and we ensured prompt delivery and top-notch quality, which helped build our reputation.

By the time we won Aldi’s Next Big Thing, our business had evolved into the largest handmade Jamaican patty supplier in the UK, producing over 20,000 patties weekly.

The moment Aldi featured us on their Channel 4 show, the exposure was immense. Partnering with @eatwithtod to create a viral video of our handmade process was a pivotal step, reaching over 2 million views in four days. When our patties hit Aldi’s shelves, we directed our online following to purchase them, resulting in sales of 100,000 patties in just 10 days.

How do you maintain the authenticity of your patties while scaling for major retailers?

Scaling production while preserving authenticity is a challenge, especially when moving from handmade to a manufacturing line.

We, however, remain uncompromising on the core ingredients. While you can change the type of flour or butter, you can’t swap the herbs. Scott bonnet pepper can’t be replaced for another chilli; thyme can’t be substituted for oregano. We understood these things and so the product is a very close match to the handmade range at our Peckham bakery.

We also work closely with our co-packers to ensure our recipe retains the original flavours as closely as possible. There may be subtle differences, but the commitment to authentic ingredients and taste is our priority.

What are some key lessons you’ve learned in the food industry and what advice would you give aspiring entrepreneurs?

The food industry offers low barriers to entry – you can start small from home. However, scaling can quickly become costly, requiring rented kitchen space, equipment and staff. Here are a few things I’d advise:

• Seek support: Many resources are available today, from banks to local business incubators.
• Find a mentor: Having someone experienced to guide you can be invaluable.
• Understand food regulations: Food safety laws are crucial and compliance is non-negotiable.
• Prepare for hard work: Unless you automate, expect long hours. Passion for quality food is essential to sustaining you.
• Build resilience: The food industry is tough, with constant competition and economic shifts. Staying adaptable and resilient is key.

How do you see Flake Bake's partnership with Aldi shaping consumer perceptions of your brand?

The Aldi partnership has made Flake Bake more accessible and approachable. Our patties are now seen as a versatile, delicious product that anyone can enjoy. Working with Aldi also underscored our commitment to sustainability. We’ve chosen co-packers aligned with national sustainability targets, which is vital to our brand ethos as we expand.

What can we expect next from Flake Bake in terms of new products and growth?

We plan to expand our patty range with more flavours: we currently offer seven varieties at our Peckham bakery and hope to introduce them more widely.

I’d also love to add Jamaican cakes and other sweet treats to our lineup.

Additionally, we’re building an umbrella company, Helm Foods Ltd, to support underrepresented brands. Our goal is to help other entrepreneurs become household names, so you may see us in unexpected markets soon.

We firmly believe in the importance of giving back to our community as part of our moral and social responsibility. Over the years, we’ve opened our doors to numerous students from local schools, including Kingsdale and Harris Academy, offering them valuable work experience opportunities at our factory. We also sponsor a biweekly community outreach program in Brixton, providing hot patties to those in need; and collaborate with local charity Leaders of Tomorrow UK, offering work placements for their students.

What’s the biggest mistake you’ve made and what did you learn from it?

Two stand out. First, I didn’t register my intellectual property (IP) early on, which was a costly oversight. Secondly, I extended too much credit to one of our biggest clients, who eventually stopped paying and began producing their own patties. Recovering the debt was a long legal battle, but it taught me the importance of protecting my business’s financial health and legal rights.

What drives you as an entrepreneur?

A few things: First, I’m deeply motivated by my two children. I want them to grow up seeing what’s possible through hard work.

I’ve also had the privilege of traveling to nearly 40 countries, which has broadened my perspectives and given me a sense of the global market potential.

And then building Flake Bake into a national brand is a huge personal achievement. I’m proud to be one of the few who’s done this in the UK, while still maintaining our handmade process.

Finally, what advice do you have for handling challenges in a competitive market?

Every entrepreneur will face setbacks, but resilience is crucial. There will always be competitors, economic downturns and unpredictable obstacles, but you can’t let that deter you.

Being clear and realistic about your vision is essential – stick to it and see it through.

Perseverance, more than anything, is what has brought Flake Bake to where it is today.