Williams Handbaked, Preston

Famous for making big, chunky biscuits packed with flavour, Val’s no-nonsense approach to baking has won her a loyal following across the northwest. Val learned her trade on a market stall and then a bakery in Aberdeen before returning to her native Preston and setting up shop in her hometown.

Building her business by selling direct at local markets, the decline of traditional street markets prompted her to focus more on farmers’ markets, food festivals and independent retailers.

Val’s biscuits are now a real institution in the northwest, having established a loyal following built up over the years of selling her wares direct from market stalls across the region.

Famous for their generous pack sizes, Val’s range of biscuits comprises classic English favourites like chocolate gingers, Shrewsbury and delightfully sticky Eccles cakes.

Assisted by son Tom and daughter-in-law Katie, Val’s dedicated team of bakers in Preston follow exactly the same recipes they always have and are obsessive about quality control.

 

A quote from Val Williams

“If a batch is even slightly overcooked, they go in the bin. Our reputation has been built on our products tasting exactly the way they have for the last 12 years. “We still make traditional parkin and Swiss rolls, but it’s the biscuits that people can’t seem to get enough of and it’s this core range of traditional products that we focus on.”

“I think the secret of our success is that we are bold with our flavours; so a ginger biscuit is quite spicy and fiery and our Eccles cakes are really sweet and sticky.

“I’ve never scrimped on ingredients or tried to reformulate our biscuits to make them ‘healthier’ or lower in fat or sugar – they are just baked the way people like them.”

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