More Food is a family run bakery specialising in premium quality handmade cakes and deliciously indulgent treats.
We make delicious cakes and treats by hand in our bakery in the Sussex Downs. As a family run business we bake as we would at home and take great care to make sure that all our ingredients are of the highest quality bringing you great taste and flavour in every bite.
An opportunity came up in the early 90’s in Caron’s home town of Chichester, West Sussex when a lease of a building became available for Caron and a close friend to start their own coffee shop business which they named ‘Upstairs Downstairs’. Serving delicious homemade cakes, scones and sandwiches along with light lunches to include baked potatoes and chilli – Upstairs Downstairs quickly became popular with locals and visitors alike. Back to Top
The coffee shop was a great success and indeed they stayed in the business for 12 years. During this time an opportunity arose that would take the business to a wider audience. Caron discovered that her krispie tray bakes were a huge success and people used to come to the coffee shop just for those alone. On one such day, one of Caron's wholesalers came by and was faced with a queue of people blocking the entrance. Intrigued he asked Caron what was on the menu that day and Caron told him that the people were there for her Krispie cakes. Impressed – the wholesaler asked Caron to bake him 10 trays and he would see how they sold for him. He was back the next day for another 10 trays! Not only that, he asked Caron could she bake other cakes for him which she did. Soon the orders coming her way were in batches of 100 trays. It was at this point that Caron decided to sell the coffee shop and focus on specialising in handmade cakes. Back to Top
Caron, her Mum and friend Sue started producing cakes and tray bakes from a tiny kitchen and More Food was born from this cottage industry in 2003. Today they produce handmade cakes baked by a team of 40 employees from a bakery covering 8,000 sq ft. and are looking to expand even further this year due to demand from major retailers in the UK. “Our point of difference says Caron is that our cakes are freshly made to order by hand. They are not frozen nor made in huge batches by machines. Although labour intensive I am passionate that as we grow I want to retain this quality in our baking standards. We are unique; we do it like we do it at home.” Back to Top
More Food currently supplies major retailers such as Budgen’s and Waitrose as well as smaller deli style chains like Cook. The More Food range of cakes can be found served and sold in farm shops, cafes and garden centres nationwide and this is an area Caron sees enormous growth in the coming years. “We have been negotiating with Wyevale Garden Centres and are very excited about working with Penny Emmanuel of Soho Coffee Shops and developing the range of cakes that will be available through her shops. I love the variety of customers we have as it allows us to be innovative with developing new products and flavours”, says Caron. Innovation is a key strength in the More Food success story and this has been key in the development of the ‘Our Kitchen’ range of cakes for Budgen’s and ranges for leading wholesalers such as Greenfields. More Food is one of the Waitrose ‘Food Heroes’. Suppliers have been selected based on Waitrose most popular selling products. The idea is to take the consumer behind the scenes and get to know the makers of Waitrose foods. Leaflets featuring More Food cakes are now available in-stores nationwide. Back to Top
More Food work closely with professional partners at developing the awareness of new product ranges. Joint ventures to include product sampling in stores or at specialist food fairs are one of the most successful ways of introducing customers to new cakes and tasty grab n’ go treats.
More Food supports features in consumer magazines and own brand magazines and the company has been featured in national newspapers such as the Daily Telegraph and in regional newspaper – the Chichester Observer.
The Chichester Observer asked More Food to support their charitable appeal ‘Dreams Come True’ which makes the wishes of terminally ill children come true. The theme of the appeal included a local angle and Caron along with master baker Don Tyrrel set about creating a Rolls Royce Phantom cake ready for auction. The cake raised £1,000 through the Observer auction and Rolls Royce – who are also Chichester based - were so impressed they featured the cake in their prestigious magazine that is distributed worldwide. Back to Top
Health and Safety and Food Hygiene are top of the agenda at More Food. It has to be as a major supplier to small and large retailers, deli’s, farm shops and coffee shops nationwide. As well as the checks carried out by the local authority, major retailers carry out their own annual audits of the facilities and baking methods at More Foods. All products have full traceability from the supply of ingredients to each and every person who has been part of the baking process of each batch of cakes baked. Back to Top
More Foods has grown from a small local business to being an employer of over 40 staff with a turnover of over £2.5 million thanks to the hard work and determination of Caron and her team and to the support, advice and encouragement of the buyers at both Budgen’s and Waitrose.
With a rapidly expanding business More Food secured a place on a high growth business development programme run by SEEDA (South East Economic Development Agency).The programme is geared to promoting manufacturing in the South East and aims to help small companies with a £1-3million turn over that have the potential to become a business turning over £10million.
More Food was one of 80 companies applying in the South of England and was selected as one of 20 to take part in this management development programme.
“This has been a fantastic opportunity for us”, says Caron. “ I have gained so much from what I have learned so far and as well as study days at the Henley Business School, I have had expert advice and regular guidance from business mentors advising me on areas specific to our needs at More Foods”. Back to Top
More Food prides themselves on their ability to create new products. There are many cake manufacturers that have tried to mimic the taste and flavour of some of the successful More Food range but alas have failed.
In a competitive market it is vital to come up with original recipes and indeed set trends with new product ranges. This is an area that More Food has excelled in and it is with relish that our team put their creative talents to good use in the kitchen developing sample products that stretch the imagination.
“In every family there is at least one recipe passed down from generation to generation. At More Food we too are like one big family creating new recipes that combine ingredients in different ways to produce our recipes and we hope that the recipes created today, will be as popular in years to come with new generations of cake lovers”. Back to Top