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A proud Yorkshire-based business, an online giant, and patisserie specialist are among the finalists in the Online Bakery Business of the Year category at the 2023 Baking Industry Awards.

The category recognises the growing role online platforms play in the sale of baked goods.

Find out more about the three Baking Industry Awards finalists below:

A selection of Lottie Shaw's products

Source: Lottie Shaw’s

Lottie Shaw’s

West Yorkshire-based craft bakery Lottie Shaw’s ventured online in 2019 and sales through this channel now account for 50% of the business’ annual turnover. It’s an area of focus moving forward, the business said, as it allows it to retain margins due to the direct-to-consumer model.

Products are dispatched directly from the Brighouse production site, where they are baked from scratch to the bakery’s own recipes, and then delivered via logistics partner DPD.

The family-owned business was shortlisted in this category last year, and continues to impress the judges with efficient delivery, lovely packaging which ‘really highlights the brand’s story’, and delicious treats at great prices. They particularly liked the option to build your own treat box or hamper, and the fact that delivery was free on these items.


Ocado bakery landing page

Source: Ocado


Bakery is a key and growing category for online retailer Ocado as it looks to deliver an unbeatable range, fair value, and effortless convenience for its customers.

As well as own-label products from partner M&S, Ocado’s range includes products from bakery’s major players, including Hovis and Warburtons, as well as the likes of Gail’s, Jason’s, Celtic Bakers, and The Polish Bakery. Alongside staples, Ocado said it was keen to keep up with customers trends making it a ‘destination for innovation’ delivered by products such as rainbow bagels, bread made with Wildfarmed flour, and charcoal sourdough.

The sheer breadth of Ocado’s bakery range impressed the judges, who also praised the retailer for its support of artisanal bakeries and smaller suppliers which it is actively looking to drive further partnerships with.


Patisserie Valerie jubilee cake with white frosting and red, white and blue decorations on top

Source: Patisserie Valerie

Patisserie Valerie

Patisserie Valerie’s online delivery service was created amid the pandemic as it sought to get its products in front of hungry customers.

The service customers receive online must fit with the experience when visiting a Patisserie Valerie brand store, the business said. As such, it has spent a lot of time on the website customer journey with clear signposting, appetising visuals and photography, and post-sale communication. Packaging is also a key part of the journey as it wants its handcrafted products to arrive in perfect condition.

This was reflected in the judges’ experience. They praised how easy the website was to navigate as well as how the brand story came through. They were also impressed with the quality of products delivered and the follow-up communications, which aim to keep customers coming back for more.