Truly Treats is an award-winning bakery specialising in a range of quality handmade cakes, scones and traybakes based in Devon.
Established in 2010 in a family kitchen, the business has gone from strength to strength, employing 20 staff with aims to grow even further moving forward.
In this manufacturer close up, we speak to managing director Adam Emberson about how his business has delivered a slice of success.
Tell us about Truly Treats
Truly Treats was launched in 2010 by my wife Ellie and I after spending a winter in the French Alps where we made cakes that proved to be really popular. We set up the business on our return home.
We began attending farmers’ markets and regional food festivals with our products at the outset and began adding to the range during our first year. Coffee shops and cafes locally then started stocking our cakes which gave us the idea to sell wholesale. Having started as a home bakery, we moved into our first commercial premises in 2012 and employed our first member of staff. We now employ 20.
In 2013 we took the decision to focus on foodservice wholesale and the turning point was stocking products with a wholesaler who could distribute across a larger region that our vans could cover. Their advice and guidance was instrumental in how we operated and we now work with several wholesalers to deliver our products right across the UK.
What products are in your range?
We are an artisan bakery who supply amazing handmade cakes, cupcakes and tray bakes wholesale to the catering trade throughout Devon and the South West.
Our products range from classics such as Victoria sponge to something completely different like a toffee apple crumble tray cake. We also produce scones, which have a rustic feel and are loved by our customers.
What makes you stand out from the competition?
Cakes as a product are very competitive so we aim to be truly innovative.
For example, in the last 18 months, we launched a rainbow cake – which is our current best seller – and we aim to set trends and start innovations that people want to copy. We are a small company so we can react and be more flexible.
In addition, we launched a unicorn traybake in August. Initially we showed it as a new product development idea to a foodservice wholesaler and they loved it and wanted it immediately. We actually brought the launch forward to accommodate this and sold 200 cases in two weeks which is phenomenal. It was our best launch ever in terms of volume sold.
What are Truly Treats’ next steps?
We achieved SALSA accreditation in 2015 and moved into food production premises before securing larger premises in March of this year. The 6,000 sq ft location with 600ft freezer space will help us facilitate further growth as we target London and the South East.
We’re aiming to launch 12 more new products before February 2020.
One of those is a 23-carat gold billionaire brownie. It is the only brownie that contains real gold – and it’s still sensibly priced. We want to bring luxury to the masses. There is an element of risk – not all 12 new products will hit the mark. But it’s worth the risk. We are small enough to gamble on trends.
How does Erudus help the business?
We joined in 2017 and it is a great platform to store the product specifications. We get asked for specification sheets a lot. We can just direct them to Erudus – it saves so much time!