Lottie Shaw’s Sets Its Sights on Sweeter Horizons with Major Investment
In a move that signals the beginning of an exciting new chapter, The William Jackson Food Group (WJFG) has invested more than half a million pounds into Yorkshire-based bakery brand Lottie Shaw’s, following its bolt-on acquisition to Jacksons Bakery earlier in 2024.
The significant investment marks a strategic commitment to expand the brand’s reach, enhance visibility, and evolve its product offering – all while preserving the timeless charm of its classic Yorkshire roots.
Founded on the rich traditions of British baking, Lottie Shaw’s has long been known for its handcrafted sweet treats and thoughtful gifting options inspired by recipes passed down through generations.
Now, with backing from one of the UK’s most established food businesses, the brand is poised to transform its future while keeping one foot firmly grounded in its heritage.
At the heart of this growth is a clear ambition: to make Lottie Shaw’s more accessible, more memorable, and more giftable – year-round. As part of Jacksons Bakery’s wider strategy, plans are in place to raise brand awareness, broaden product appeal, and explore export opportunities, all with the aim of making it easier for customers to discover and enjoy those everyday moments of delight.
Supporting this journey is brand strategy consultancy Big Black Door, who have been working closely with Helena and her team to refine Lottie Shaw’s market positioning.
Speaking on the project, the founder and director at Big Black Door remarked that Lottie Shaw’s is all about those everyday moments of delight – treating someone special or perhaps even indulging yourself. Their role has been to ensure the brand grows efficiently and effectively, while staying true to its heartfelt Yorkshire essence.
The revitalised strategy leans heavily on a multi-channel approach, blending the strengths of e-commerce with an established wholesale footprint that includes garden centres and specialist retailers.
This structure enables Lottie Shaw’s to retain its premium handcrafted feel while engaging with a wider, more diverse audience. The director continued on to express that they focused on broadening availability making sure the right products are present where people expect to find them, without compromising the brand’s unique appeal.
A key part of the strategy has involved mapping out key gift-giving occasions, ensuring the brand has a defined and consistent presence across all sales channels.
From holiday hampers to everyday indulgences, the goal is clear: to elevate Lottie Shaw’s as a staple choice for thoughtful, high-quality gifts rooted in authentic Yorkshire baking traditions.
As the partnership between Jacksons Bakery, Lottie Shaw’s, and Big Black Door continues to strengthen, the results are already beginning to shine through. The brand’s evolution reflects a thoughtful blend of tradition and innovation – resonating with consumers and retailers alike.
In conclusion
With a substantial investment, a crystal-clear strategy, and a passionate team behind it, Lottie Shaw’s is rising to meet its next chapter with purpose and pride.
As it brings a taste of Yorkshire to more homes across the United Kingdom – and potentially beyond – the brand is proving that true growth happens when heritage and modern thinking rise together.
News Credits: Lottie Shaw’s secures £500k+ investment to expand growth
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