Sweet success for cake makers

ProperMaid Cakes, which is based in Huddersfield, will sell its Dandelion and Burdock and Sticky Fudge Cakes in nine branches of Asda.

The firm was set up in July 2008 by Alison Whitmarsh after she returned to education to complete a degree at Huddersfield University. The former school catering supervisor had planned to become a home economics teacher but decided to go into business after completing the enterprise section of the course.

She had just one customer when she started ProperMaid, working from home, before taking over and re-fitting a former carpet shop in Huddersfield.

Today ProperMaid is turning over 80,000 and Mrs Whitmarsh, 43, hopes to double that figure over the next 18 months now she is working with Leeds-based Asda.

Mrs Whitmarsh's other cakes include Fresh Ginger and Lemon, Sticky Ginger and Yorkshire Brack, a tea loaf made with Yorkshire Tea and whisky and its Dandelion and Burdock is a homage to Huddersfield soft drinks firm Ben Shaws.

Proper Maid says it wants to make "posh cakes for Yorkshire" and its deal with Asda is the first time it has supplied a major retailer.

Mrs Whitmarsh said: "As a Yorkshire business I'm delighted that Propermaid has joined forces with Asda. I hope customers enjoy our cakes and I believe we have what it takes to be a success on Asda shelves."

Alison Hamlett, Asda local sourcing and technical manager, said: "We are confident that ProperMaid will deliver a unique, high quality product that will offer our customers great quality and value, all with that traditional Yorkshire-baked touch."

Cakes in retail packs are made using a different process and Mrs Whitmarsh said their methods of production will reflect that.

"The core of the business until now has been wholesale targeted at cafes, shops and delicatessens."

ProperMaid's name comes from Mrs Whitmarsh's desire to have an "army" of ladies baking her cakes. She currently has six female staff, as well as a driver, with flexible working arrangements to help parents take their children to school and pick them up.