MyDelightful, a Cheshire-based online company, was launched on Friday, selling wholesale bakery supplies to small retail businesses.

The company – at – was founded by Kelly Lee, who had previously grown frustrated by the cost of supplying her cake-decorating business with basic supplies, such as cake boards and boxes.

She wanted to create a way for small bakers, including those running businesses from their homes who struggle to afford the minimum order prices of other companies, to obtain the equipment they needed cheaply.

Lee said: “Our aim in the beginning was to target bakeries, but over the weekend we’ve definitely seen that it should aim for people who do home-baking because they don’t have access to these prices on any other site.

“We’re trying to create something where people think there’s no reason to click off and go on another website. Our products are no different from anyone else’s; they’re just a hell of lot cheaper.”

produce its own wares

The company currently sources its material from China, but Lee said she was looking for the company to produce its own wares in the future.

She said: “In the long term we are looking to manufacture ourselves, so again we can reduce the price for the customer.”

MyDelightful sells a full range of packaging and other disposable products, including cupcake boxes, coffee cups and 50m rolls of baking parchment, as well as offering a bespoke printing service for items such as menus.