From 0 to 2,300 sales in the space of the first month, this is the story of how a box helped transform the Lake District business, Ginger Bakers.
Award-winning Lakeland bakery brand Ginger Bakers was founded by Lisa Smith in 2006 Innovative flavour combinations, such as Blackcurrant & Lime brownies, Chocolate Brodie Loaf Cake (which includes a whole bottle of local stout) and Westmorland Pepper Fruitcake soon whetted the appetites of local shops, cafes and restaurants. Before long, Ginger Bakers was a buzzing cottage industry supplying additive and preservative free, freshly baked cakes across the Lake District.
Lisa said “The first years were fantastic but our vision for the business meant much larger sales volumes would be needed to achieve our goals. We were constantly re-investing into the bakery and the awards and feedback we were getting helped us gain confidence. We knew our next step for growth would need to include supermarkets and we felt the right fit would be Booths, in particular for our gluten free range of tray bakes which were fast becoming best-sellers.”
Commonly referred to as the ‘Waitrose of the North’ Booths have twenty-eight stores across the North of the UK, including Media City in Manchester. The buyers look for top quality regional suppliers and whilst Lisa and her team were confident that Ginger Bakers produce hit the bill she felt the packaging wasn’t aspirational enough for the supermarket shelves. Lisa worked with Kendal based award-winning designers Scratch Creative to come up with a solution.
Scratch Creative have created branding and packaging solutions for food brands Truffle Hunter and Silver & Green Olives amongst many. Director Jonny Moss explained the challenge:”: “When designing packaging for supermarket shelves you have to consider many factors such as how the boxes will travel, how it will impact on shelf-life, will it ‘stand out’ on the shelves. Then of course is the emotional reaction to consider. Packaging has a dramatic effect on how people feel about a product and is often the difference between someone buying and not. For Ginger Bakers it was vital the packaging not only showed off the produce but also reflected the quality and brand ethos. We chose a combination of luxury and recyclable materials, using open windows that allowed buyers to see the contents.”
The final design did the trick, when Lisa presented her gluten free tray bakes to the supermarket buyers, the delicious contents were not the only thing that got their attention. An order of 2,300 was placed in the first month and last year Ginger Bakers supplied 19,000 boxes to Booths and other retailers, totalling an astonishing 76,000 individual slices. The impact on the business was huge; new premises, 2 additional staff and a groaning shelf of Great Taste Awards has seriously put the Lake District’s Ginger Bakers on the map.