Last Updated on: 4th December 2024, 03:40 pm
Historic Grantham Gingerbread Finds New Audiences Through Business Innovation
Hawkens Gingerbread, a Grantham-based artisan gingerbread producer, has significantly expanded its market reach and achieved a 400% increase in online sales over the past year. The company’s transformation stems from founder Alastair Hawken’s participation in the Small Business Charter’s Help to Grow: Management Course.
Established in 2009, Hawkens Gingerbread revived the centuries-old Grantham Gingerbread recipe, a piece of England’s culinary heritage that had vanished from production. With no prior experience in baking or food manufacturing, Hawken transitioned from a broadcasting career to launch his business from a converted church in Grantham.
While the festive season accounts for half of the company’s annual sales, with production surging to 2,000 packs daily in the months leading up to Christmas, Hawken sought to address the challenges of seasonal demand. By participating in Nottingham Trent University’s Help to Grow: Management Course, he identified strategies to stabilize demand and ensure year-round success.
“The course gave me the tools to analyze our business model and understand where the most profitable opportunities lie,” Hawken explained. “I’ve learned to focus on wholesale opportunities and partnerships with luxury gifting brands, which has created consistent demand for our products.”
Key partnerships with retailers such as Selfridges and the National Trust, as well as collaborations with hamper providers, have positioned Hawkens Gingerbread as a premium gift option. The approach has also increased visibility for the brand, as consumers who sample the products in hampers often return to purchase them online.
Hawken acknowledged the challenges of navigating growth, noting that the management course provided valuable insights into market strategy and customer engagement. “When I started, I thought success meant landing a supermarket deal, but I’ve realized our brand fits better in niche, high-quality markets. This understanding has been transformative for our business.”
Flora Hamilton, executive director of the Small Business Charter, praised the entrepreneur’s dedication: “Alastair’s journey showcases how passion and strategic learning can drive sustainable growth. The Help to Grow: Management Course equips small businesses with the tools to build resilience and long-term success, and it’s been exciting to see the positive impact on Hawkens Gingerbread.”
Since completing the program, Hawken has also collaborated with Nottingham Business School to bring on marketing interns who are helping refine the brand’s messaging and corporate strategies, with a focus on sustainability and provenance.
Hawken’s efforts have not only reignited interest in a historic British biscuit but also demonstrated the value of combining tradition with modern business practices to secure success in a competitive market.
