New home for cake creators

Gourmet dessert creators Flower & White will begin an exciting chapter in 2017 by moving into a new home.

Flower & White, a family company which employs 29 staff, is currently located on the Shropshire Food Enterprise Park in Shrewsbury but will soon be moving to Telford.

It produces the brands Merangz, Tweeners, Muffinz - as well as its own label - and supplies various high-profile retailers including Selfridges.

Flower & White originally occupied one unit at the Battlefield site, before growing into two further units as the business blossomed.

Now, after a two-year search for new premises, Flower & White - co founded by husband and wife Brian and Leanne Crowther - will move to Halesfield, in Telford, in the New Year.

The new premises will help Flower & White build on its UK success and maximise new export opportunities across Europe.

Leanne said: “As a company, we have always embraced growth and change, and we are very proud of what we have achieved so far. We have many exciting opportunities ahead, not only in the UK, but also with growth into new European markets.

“With this in mind, we have been looking for premises that we could purchase, or lease, for some time. 

“Of course, Shrewsbury has been our focus, but despite nearly two years of searching, we have not been able to find anything that fits our needs in terms of space and suitability to manufacture food.

"We have managed to purchase a property in Telford, which will wholeheartedly meet our next phase of growth. We plan to be able to move into the premises in January.”

The new premises will offer more space for ovens, a development kitchen and packing with storage on a mezzanine floor.

There will also be a training and board room, meeting rooms, a reception and production office, full goods in and out, more freezer space, lockers and full staff facilities. These facilities will help the business - whose products can be found in Selfridges, delis, farm shops, selected Wyevale Garden Centres, as well as on Ocado and QVC - move towards the next level of accreditation of BRC standards.

Flower & White began life as The Little Round Cake Company in 2009. It changed its name last year after much consideration, to house its brands under one umbrella company.