Finalists announced for Online Bakery Business of the Year 2024

A 100-year-old bakery, a national retailer, and London sweet treat specialist are fighting it out for the title of Online Bakery Business of the Year at the 2024 Baking Industry Awards.

Now in its third year, the award celebrates businesses that sell baked goods via a direct-to-consumer website as the judges look for excellent website design, a well thought out experience, and items that have been delivered to look as good as when they left the bakery.

Here are the three finalists hoping to secure the trophy:

Asda

Bakery is a key pillar for Asda both in-store and online as the retailer looks to provide customers with an ‘exceptional offer’ with ‘great value for money’.

Over the past year, Asda has reviewed its online bakery range, with a strong focus on in-store bakery lines, to ensure each item has an accurate fresh pledge icon to keep customers well informed on the shelf life of each product. As such, any that were deemed ‘best same day’ were removed from the online offering to maintain quality standards.

It has also sought to entice consumers through better lifestyle imagery and online events, especially around major holidays and celebrations. Each event gets its own landing page where customers can click through and shop all relevant products associated with it, such as ‘Easter Bakery’ and ‘Hot Cross Heaven’. The retailer has introduced bakery bundles too, like Mother’s Day Breakfast and BBQ Bundles in the summer months, which have been received well.

The judges loved the focus on in-store bakery as part of the online experience and praised the updated photography and extensive range of bakery items available.

Cutter & Squidge

London-based bakery Cutter & Squidge pivoted to the online space during the pandemic and hasn’t looked back. Now 95% of its sales are through its website.

The giftable bakery brand has an extensive online range of sweet treats for all occasions and said it has worked hard to create unique categories and flavours to delight shoppers, with cakes, afternoon tea, and brownies among the line-up. Its signature Biskies (cake/cookie hybrids) are also available with variants including Strawberries & Cream, Salted Caramel S’mores, and Blueberry Cheesecake.

Part of the Cutter & Squidge experience is rooted in the bespoke packaging, which has been created to ensure its products arrive in great condition and includes brand touch points to make unwrapping gifts and treats ‘extra special’.

The judges were impressed with Cutter & Squidge’s dedication to the online experience highlighting the revamped website, lowered delivery prices and dedicated customer service team as part of this. “It was a genuine treat to receive through the post,” one judge said.

Fitzbillies

Fitzbillies is a household name in its hometown of Cambridge, where it has existed since 1920. Its online offering is a much newer addition to its remit, launching in 2019 to fulfil demand for its Chelsea buns outside of the city.

The buns are baked each morning, so they are packed and posted as fresh as possible. Fitzbillies also adds extra syrup to the package so customers can freshen them up. In 2023, the business extended its bun line-up and added a bake-at-home range so that customers can enjoy the freshly baked experience in their own homes.

Afternoon tea, picnic hampers, and a selection of postable cakes are also available via the website. Over the past 12 months it has invested significantly in online marketing to drive users to the website, building an impressive newsletter distribution list and social media following.

The website reflects the Fitzbillies experience and brand “beautifully”, expressed the judges, who commended the bakery’s efforts with online marketing. “The buns were delicious,” they added.

Join us for a night of celebration

The winners will be revealed at a black-tie ceremony on Thursday 24 October at the Royal Lancaster Hotel in London. The ceremony, hosted by a yet-to-be-revealed celebrity, will also feature a presentation for the Outstanding Contribution to the Baking Industry, sponsored by Délifrance.

Tickets for the awards are available now via the Baking Industry Awards website. Individual tickets cost £330+VAT and a table of 10 costs £3,300+VAT.

The event includes a dazzling drinks reception, a three-course dinner with wine and coffee, and an afterparty complete with snacks and entertainment to help you celebrate into the early morning.

Get your tickets here: https://bakeryawards.co.uk/live/en/page/attend