Cover Story - Mike & Paul Williams,
A Taste of Triumph
(The Flake Bake Story)
Flake Bake, the brand that has become a sensation in Aldi's aisles, is more than a culinary success story; it is a powerful testament to the potent combination of tradition, innovation, and unwavering dedication. Spearheaded by the dynamic father-and-son duo Paul and Mike Williams, Flake Bake’s journey from a small Peckham bakery to a national phenomenon is a modern epic of Black entrepreneurship.
While their recent triumph on the Aldi's Next Best Thing TV show may appear to be an overnight miracle, it is, in fact, the culmination of decades of preparation, hard work, and an unshakeable belief in the authentic Jamaican patty.
As Mike Williams poignantly puts it, ‘luck is where preparation and opportunity meets.’
The Seeds of a Legacy
The Flake Bake story truly begins in Jamaica, with Paul. From a young age, he was captivated by the kitchen, learning to bake the traditional Jamaican ‘toto’ pudding from his mother. This early passion blossomed as he baked and sold his creations to local friends and family.
This foundational experience was more than just a hobby; it was the first flicker of a business idea that would eventually ignite across the globe.
Upon moving to England, Paul’s culinary education expanded significantly. He joined his cousin, Trevor Miller, at Sunsplash Bakery, a pioneer in introducing Caribbean bakery products into major supermarkets like Sainsbury’s in the early 90s.
Under Trevor’s expert tutelage, Paul transcended his role as a ‘toto’ specialist, mastering the intricate art of baking bread, bun, bulla, and, most importantly, the patty.
It was here, in the bustling environment of Sunsplash, that Paul honed the skills that would become the cornerstone of Flake Bake.
The Rebirth of a Dream
The closure of Sunsplash Bakery due to challenging market conditions was a setback, but not a defeat. Paul, ever the resilient entrepreneur, explored new ventures before fate intervened. A series of serendipitous events led him to a closed bakery on Bellenden Road in Peckham. This location, marked the unexpected rebirth of Paul's baking career. Initially, he bought patties from the previous owner, Tony, but soon, driven by his passion and a desire for authenticity, Paul taught himself to make the patties from scratch—a skill he hadn't fully developed back in Jamaica.
The newly acquired bakery, first named Caribbean Spice, thrived as both a bakery and a takeaway. Paul’s vision and relentless drive saw the business expand, opening multiple Caribbean takeaways, a jerk centre, and a shop in Brixton.
During this time, his son, Mike, was an integral part of the operation, learning the ropes of the business from the ground up, helping his dad after college and on weekends.
This hands-on experience, long before Mike’s formal education in investment banking, laid the groundwork for his future leadership role.
"Paul’s vision and relentless drive saw the business expand, opening multiple Caribbean takeaways, a jerk centre, and a shop in Brixton."
The Pursuit of Perfection
In 2012, Paul secured a new building, a strategic move to focus exclusively on patty production. Mike, having completed his Masters, officially joined the family business full-time in 2013, taking on the responsibility of running the new factory. This strategic pivot to focus solely on patties and cocoa bread was driven by practical business sense and a desire for mastery.
The previous bakery was too small for efficient production, and the ‘sale and return’ model for bread sales was no longer profitable.
For a year and a half, Paul dedicated himself to perfecting the flaky pastry recipe. He meticulously experimented with various mixes until he found the perfect combination that delivered the desired quality. This period of intense, dedicated craftsmanship underscores the brand's core philosophy: excellence is born from tireless effort and an unwavering commitment to quality.
From Word-of-Mouth to National Spotlight
Flake Bake’s growth was initially organic, built on the solid foundation of word-of-mouth referrals and Paul's local radio jingles. A significant breakthrough came from supplying vendors at the Notting Hill Carnival and other festivals, which created a strong customer base among caterers and takeaways. While primarily a B2B wholesale business with a minimum order of 50 patties, their dedication to customer service meant they never turned away smaller orders, gradually building a loyal individual customer base for birthdays and weddings. This commitment to every customer, no matter how small, and their consistent quality, saw their handmade patty production soar from a few hundred a week to an impressive 20,000 weekly orders by 2022.
The turning point was born from the challenges of the COVID-19 pandemic. Faced with mounting loans and business struggles, Mike considered closing Flake Bake. But Paul, with his deep-seated resilience, insisted they keep going.
“No matter what you do,” he urged, “try and keep it open.”
It was during this period of uncertainty that a golden opportunity emerged: a message suggesting they apply for the Aldi's Next Best Thing TV show.
Mike's initial motivation was pragmatic—he hoped to meet manufacturers who could produce their product on a larger scale, thereby eliminating the operational overhead of their South London factory.
"No matter what you do,” he urged, “try and keep it open."
The Aldi Breakthrough
The application process was a story in itself, highlighting the unique bond between father and son, which captivated the show’s producers. Paul and Mike were confident in their product's superior taste and competitive price point. Paul’s famous declaration, “I never have no doubt. I told him... we're going to win,” encapsulated their faith in their product.
Despite Mike's nervousness, their pitch, passionately delivered by Paul about the authenticity of their Jamaican patty, resonated deeply.
The challenge of improving the patty's shelf life and developing retail-ready packaging was met with the help of food scientists and marketing experts, a testament to their adaptability and determination.
A crucial decision during this period solidified Mike’s commitment to scaling the business. When a major local competitor, First Choice Bakers, announced its closure, Mike realised the market demand for patties was still strong. He actively pursued and secured their biggest customer, a move that solidified his decision to scale the business rather than shut it down.
Winning "Aldi's Next Best Thing" was just the beginning of a whirlwind. The immediate challenge was that the contracted manufacturer could produce their entire weekly volume of 20,000 patties in less than an hour but couldn't replicate their unique handmade process for large-scale production. Flake Bake had to continue its own handmade operations while also working with the manufacturer. Mike strategically leveraged social media, particularly LinkedIn and Instagram, to "flood the internet with Flake Bake and a brand." A collaboration with influencer "Eating with Todd" garnered two million views in just four days, leading to unprecedented queues outside their Peckham bakery.
When the show aired, Aldi's initial order of 29,000 units sold out in two days. This overwhelming demand prompted Aldi to place an order for 100,000 units a week later, despite initial raw material and packaging shortages. The success was so significant that it catapulted Flake Bake into the national spotlight, with ITV News and BBC News covering their story—a rare and powerful validation for a Jamaican patty. Recognizing the immense potential, Aldi offered a long-term contract if Flake Bake could secure a consistent manufacturer. This led to a new partnership, and Flake Bake's official listing in Aldi by September 2024, followed by the release of their chicken patty in March 2025.
To date, they have sold over two million patties in Aldi alone, with overall sales exceeding six million.
Patties with a Purpose
The success has transformed Flake Bake’s business model. The company now focuses on contract manufacturing, shifting from intensive operations to managing relationships, branding, and marketing.
This allows them to scale without the stress of handmade production, employing a lean team of outsourced advisors. For Paul, the benefit is clear: “As Mike knew, if we could get all the patties made by the manufacturer, we'd be so happy. It'd be easy for us.”
Flake Bake’s achievements extend beyond sales figures. Mike actively engages in brand building and applies for prestigious awards, winning accolades such as the UK Black British Business Awards and the Channel 4 and Lloyds Bank’s Black in Business Initiative, which granted them £150,000.
For Mike, seeing a Jamaican patty advert on British television, featuring his father, is a powerful legacy for the Windrush generation, fulfilling dreams of those who persevered despite hostility.
Looking ahead, Flake Bake aims to expand its product range, developing innovative items that "move away from conventionality" and reflect Jamaican style. They are also in discussions with Aldi about international expansion into Europe and America.
Beyond commerce, Flake Bake is deeply committed to making ‘patties with a purpose’ and as a result they have initiated charitable work in Jamaica, donating water tanks to schools in St. Elizabeth and are working to establish a formal charity or foundation to support more schools including local schools and the Brixton Community Outreach Ministry, providing hot meals for vulnerable individuals.
Mike's vision is to foster new entrepreneurs and help Caribbean businesses transcend the ‘corner shop’ mentality, creating sustainable legacy businesses that inspire future generations.
Flake Bake’s journey is a powerful testament to the potent combination of tradition, innovation, family dedication, and strategic foresight.
Paul and Mike Williams have not only built a successful brand but have also created a beacon of pride and opportunity for their community, proving that the humble patty can indeed achieve extraordinary things.
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