The Cookie Dealer is looking for a business partner to support growth, whilst continuing to expand through a new wholesale distribution venture.
The brand was co-founded by husband-and-wife team David and Agate Sawyer in 2020, with their New York-style stuffed cookies produced in a bakery converted from an old stable block at David’s parents’ home in Melton Mowbray, Leicestershire.
It recently unveiled a search for a new production partner after a manufacturer pulled out of a supply deal just weeks before a major launch into Aldi. David revealed that, despite receiving an “overwhelming level of interest” thanks to the British Baker coverage, they were still in discussions with several production facilities and had yet to finalise a partnership.
“We are continuing to explore potential solutions and remain focused on finding the right manufacturing partner who can consistently deliver the quality and product specification our customers expect,” commented Sawyer.
“Unlike traditional flat cookies, our distinctive shape and stuffed construction require specific production capabilities, and we have found that relatively few UK facilities currently have the necessary expertise and equipment.”
According to a LinkedIn post yesterday, the cookie brand’s co-owners have also come to realise they want more than just manufacturing partners – they are also looking for business partners.
“We’d rather own 50% of a huge brand than 100% of a smaller one,” wrote Sawyer. “We believe the next stage of The Cookie Dealer’s journey needs more than just hard work and enthusiasm. It needs the right partner, with the experience, expertise and ambition to help us unlock the brand’s true potential.”
Sawyer noted they weren’t just looking for investment. “We’re looking for someone who shares our ambition, believes in what we’ve built and can bring something to the table that will genuinely help us grow,” he added.
In the meantime, The Cookie Dealer has struck up a partnership with a newly launched direct-to-store distribution business called Baked Up.
Founded by distribution industry veteran Craig Lonie, the York-based firm has started supplying a 10-strong range of The Cookie Dealer’s bestselling lines to independent retailers across the city as well as Leeds, with plans to progressively expand its network throughout Yorkshire and the North of England.
The range includes Milk Choc Chip, Milkybar, Cookies & Cream, Caramelised Biscuit, Kinderella, Armadillo (Biscoff & Daim), Peanut Butter Jelly, Double Chocolate, Velvetella, and Buenotella varieties.
“Having spent more than 20 years in van-sales distribution, I know how important it is to have a product you genuinely believe in. The Cookie Dealer ticked those boxes,” said Lonie.
“My experience has taught me that getting products onto shelves is only the beginning. The real success comes from getting those products into consumers’ hands, generating repeat purchases and building lasting relationships with retailers.
“That’s exactly what we’re setting out to achieve with Baked Up,” he expressed.
More than 20 wholesale customers across Yorkshire are currently stocking the premium cookies, with several already placing repeat orders. Alongside independent retailers, Baked Up is also targeting coffee shops, bakery cafés, farm shops, delis, restaurants, pubs, and gyms, as well as other hospitality and foodservice businesses.
“This early response is a fantastic indication of the demand for our cookies within the independent retail sector, and we are excited to build on this momentum as we expand our distribution across the UK,” commented Sawyer.
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