Growing up in Jamaica, Flake Bake founder Mike Williams saw patties not just as food but as a cultural bridge connecting communities.
After completing his studies in Economics and Politics at the University of Sussex, Mike joined forces with his father Paul, who had already established a small bakery in Peckham, south-east London selling Jamaican patties. Together they launched Flake Bake, with Mike and his father developing the signature recipes that combined authentic Jamaican flavours with a focus on quality and consistency.
Mike Williams, founder of Flake Bake (right) with his dad Paul
Flake Bake quickly built a loyal local following for its handmade patties. After a decade they became the largest handmade Jamaica patty supplier in the UK supplying over 20,000 handmade patties to Caribbean takeaways, restaurants and street food vendors.
In 2023, Flake Bake seized a pivotal opportunity by entering Aldi UK’s Next Big Thing, a national, televised search for the country’s most promising new food products. Mike hosted a watch party with his team, family and friends as the episode aired. When Flake Bake was announced as the winner, the room erupted in celebration.
The impact was immediate. The first Aldi Specialbuy sold 25,000 patties in just 48 hours and the second saw 80,000 Jamaican Beef Patties sold within a week.
This phenomenal demand confirmed that UK consumers craved bold, authentic flavours and were ready to embrace Caribbean cuisine on their weekly shop. “We proved we weren’t niche or novel,” Mike reflects. “We were a serious contender in the chilled snacks aisle.”
Consumers from Nottingham to Plymouth began seeking out Flake Bake by name, and enquiries flooded in from independent cafés and deli counters keen to stock the patties.
Early challenges
Mike's first major challenge came after Flake Bake’s breakthrough success on Aldi’s Next Big Thing when it became clear they needed a large‑scale manufacturing partner to meet national demand. Mike began reaching out to potential manufacturers and turned to LinkedIn to find a partner who shared his commitment to quality and consistency.
“One post asking for manufacturing contacts was liked and shared more times than I expected,” he says. Within a week, companies who had previously turned him away were contacting him with proposals, proving his instincts correct and demonstrating the power of persistence. Since finding a long term manufacturer and listing in Aldi in 2024 Flake has sold over two million patties.
Forging valuable connections
For Mike, networking became a cornerstone of Flake Bake’s expansion. In 2024 he attended a food‑industry gathering where he listened to GS1 UK’s then membership director, Sarah Atkins, speak passionately about scaling emerging brands.
After the presentation, Mike introduced himself and handed over a sample pack of patties. “She bit into one and said, ‘This is the real deal,’” Mike recalls. Sarah immediately connected him with Enterprise Nation, invited him to speak at their events and introduced him to other industry leaders.
“That single conversation opened doors I didn’t even know existed,” Mike reflects.
This networking later led Mike to sit on panel discussions alongside senior buyers from major supermarket chains. Each event gave him fresh insight into the precise requirements of large‑scale retail and offered opportunities to refine logistics, from shelf‑life testing to pallet‑load efficiency.
Harnessing the power of GS1 standards
Printing GS1‑compliant barcodes on every pack gives buyers confidence that stock can be replenished without error and that nationwide roll‑outs can proceed without delay.
Behind the scenes, these standards provide a single source of truth for each batch so if an issue arises, the team can trace its origin from ingredient delivery through to distribution. “It is this level of traceability that underpins our quality promise and gives both retailers and consumers peace of mind,” Mike explains.
Growing together through community and mentorship
While commercial growth has been impressive, Mike is equally proud of Flake Bake’s community work. He is a SOAR Board Member, advising on how best to support founders and business owners and delivering sessions on how to scale a start‑up.
Locally, he is actively involved with Brixton Community Outreach (BCOM), providing a warm meal to those in need every two weeks. Internationally, he also supports schools in Jamaica, donating resources to improve facilities and learning conditions. This commitment to both local and international communities reflects the heart of Flake Bake’s mission: to share authentic Jamaican food while giving back to the people who inspire it.
Mike’s contribution to bringing a traditional Jamaican snack to communities across Britain was later recognised by the Jamaica High Commission, which nominated him to represent Jamaica at the Royal Garden Party.
Lessons for fellow founders
Reflecting on his journey, Mike has three key learnings for small and medium‑sized enterprises:
1) Resilience is non‑negotiable – “You will hear more nos than yeses, but each no brings you closer to the right partner.”
2) Genuine networking can transform prospects – “One conversation can open doors you didn’t even know existed.”
3) Authenticity and quality win – “Stay true to your product, but always listen to constructive feedback.”