Brooks joins Bakin' Boys as they target multiples

18 December, 2009
Page 8 

The Fabulous Bakin' Boys has ambitious plans to double sales in the next three to five years by ramping up sales with the major multiples.
Dave Brooks, previously chief executive of number-two cake player Finsbury Food Group, told BB that he had been brought on board as a non-executive director to help the flapjack, muffin and cupcake company increase annual sales from around £23m to between £40-£50m to account for around 5% of the cake market.
"The last five years have seen the company move from being predominantly foodservice to predominantly retail, with Morrisons and Tesco as its main customers," Brooks said. "To reach the kind of sales figures we're talking about, we will need to increase volumes by targeting the big four."
Brooks added that the company is looking to improve the productivity of its two production lines at its bakery in Oxford, and could potentially install a third line to make products outside its current core ranges.
Gary Frank, who set up Fabulous Bakin' Boys in 1997, said: "We're delighted to have Dave on board at this exciting time. His expertise will play an important part in helping us to achieve our long-term growth plans."
Last year, Fabulous Bakin' Boys bought its supplier Fabulous Bakin' Boys Manufacturing (FBBM) out of administration, after the firm said it struggled to cope with growing demand. Despite the similar name and being located next door to the Fabulous Bakin' Boys, FBBM was actually a separate company.
Brooks, who is also chief executive of Sussex County Cricket Club, plus a non-executive director at Feel Good Drinks, was chief executive of Finsbury Food Group from 2002 to 2008, having previously joined Memory Lane Cakes in 1997.


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