Bacheldre flour mixes to make Jme brand

02 April, 2012

Welsh-based Bacheldre Watermill will be creating a series of new seasonal flour mixes for Jamie Oliver’s Jme brand this October.

It comes as the firm, located in Powys, has recently developed a new Crumpie Bun Mix for the Naked Chef’s brand, based on a recipe in Jamie’s Great Britain cook book. The mix, using traditionally stoneground flour, combines the concept of a crumpet and Yorkshire pudding.

Matt Scott, managing director of Bacheldre Watermill, told British Baker: “We were approached last summer by representatives of the Jme brand as a recommendation, so we sent samples of our flours to Jamie himself and they said our products came up trumps.

“After brainstorming and bringing lots of ideas to the table, we looked at Jamie’s latest book for inspiration and thought his breakfast crumpies would be a great product to bring to market. That’s how the Crumpie Bun Mix came about and we thought it would be perfect idea to make into a retail product.”

Speaking to British Baker at Foodex, Zoe Jackson, head of buying at Jme, said: “Following the successful development of the Crumpie Bun Mix, we are continuing to work with Bacheldre on a number of new products for the Jme brand this autumn, including a gingerbread mix.”

Scott added: “Supplying to Jamie Oliver is a good stamp of approval – the whole thing about his Jme brand is that they want to work with smaller, artisan producers. It carries a lot of weight and is a nice accolade to have under our belts.”





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