There’s an undeniable comfort in a flapjack. Its rich, buttery chew and golden sweetness evoke a nostalgic taste of childhood, a treat that feels both indulgent and familiar.
However, for Carol Myott and Sally Jenkin, founders of Flapjackery, this simple oaty delight transformed into something much larger: a full-scale business phenomenon.
What began as a trial at a small country market in Tavistock has flourished into a multi-award-winning empire, with 12 shops across the South West, a robust online presence, and a fiercely loyal customer base. Their secret?
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Top-notch ingredients, daring flavours, and an unwavering commitment to quality.
Now, with Easter on the horizon, Flapjackery is causing a stir once more-this time with a seasonal selection that aims to outdo even the most lavish chocolate eggs, reports Devon Live.
Forget the predictable chocolate bunny-Flapjackery’s Easter range offers a refreshingly different way to mark the season. From intricately designed chocolate plaques to creatively flavoured flapjacks, this collection is all about indulgence, fun, and a hint of nostalgia.
At the core of the range is the Happy Easter Flapjack Box (£34), a gift-ready assortment featuring a special Easter chocolate plaque surrounded by four indulgent flapjacks. Expect a playful twist on the traditional Simnel cake, alongside unique creations like Egg Splat and Egg Crush.
For those seeking an Easter showstopper, the Giant Easter Plaque (£52) is a true feast for the senses. This mammoth treat, equivalent to twelve of their signature flapjacks, combines rich caramel, smooth chocolate, and a buttery base – it’s a centrepiece that’s meant for sharing (or for one with an insatiable sweet tooth).
The option to personalise is also available with the Create Your Own Happy Easter Plaque (£36.50), allowing customers to choose a mix of their favourite gluten-free flapjacks. The Easter Flapjack Feast (£26.50) offers a selection of six seasonal favourites, including the fruity Easter Simnel and the zesty Seville orange brownie flapjack.
In a delightful twist, Flapjackery has even introduced a special Flapjacks for Dogs (£6.50) variety, ensuring that pets aren’t left out of the Easter celebrations.
The story of Carol and Sally, who went from a broken-down Volvo at a country market to establishing a booming national brand, is truly inspiring.
Carol reminisces about their humble beginnings: “We arrived at our first big event with makeshift tables and sheets for tablecloths,” she said. “The established trade stands thought we were mad.”
However, their so-called madness quickly translated into success. Their flapjacks were an instant hit, selling out swiftly and leading to an impromptu late-night baking session to keep up with demand.
This early triumph was just the beginning, as Flapjackery soon transitioned from simple market stalls to a burgeoning business empire.
Flapjackery stands out for its commitment to quality, using real butter, top-notch British oats, and Fairtrade Golden Syrup to create a more indulgent treat—a factor that ensures their customers' loyalty.
The company also showcased remarkable adaptability, especially during the pandemic, effortlessly transitioning to online sales when live events were put on hold. Their subsequent retail growth saw new shops open in bustling areas such as St. Ives, Bath, and Plymouth, each location providing a welcoming atmosphere for patrons to try the latest flavours and interact with the dedicated staff.
Beyond just baking, co-owners Carol and Sally have nurtured Flapjackery into a community-centric brand, supporting local causes, partnering with educational institutions, and forming a genuine rapport with consumers.
Even as they have adapted to changes, events still play a pivotal role in Flapjackery’s approach. Carol puts it plainly: “Shows and markets are the perfect shop window for us,” she says.
“They’re where we connect with customers, get feedback, and introduce new flavours.”
With a selection of over 25 varieties, from Clotted Cream Fudge to Salted Caramel Crème Brûlée, Flapjackery offers a flapjack for every palate. As Easter approaches, their latest seasonal collection demonstrates why they’ve become a household name.
As predictable chocolate eggs begin to populate the Easter shelves, Flapjackery’s handcrafted, gluten-free alternatives offer a refreshing change. Whether you’re looking for a unique gift, a centrepiece for an Easter gathering, or simply an excuse to treat yourself, these treats are meant to be savoured.
The journey of Flapjackery, from a chance meeting at a market stall to becoming a national success, is evidence that sometimes the simplest ideas, when executed with passion and quality, can evolve into something truly extraordinary.
And if their latest Easter collection is anything to go by, they’re just getting started.