In the chaotic and rapidly changing world of 2025, it’s reassuring to know Brits still have an appetite for traditional, quality baked goods.
Family business Ruby’s Bakery is proof of the continuing demand for classics such as Victoria sponge and fruit cake, with the business growing from a handful of staff to more than 50 in the two decades it has been operating.
Located on a business park in the West Sussex town of Burgess Hill, Ruby’s was founded by Wendy and Dave Sullivan and their twin sons Craig and Adam Cheal.
At the time, the couple already had more than 30 years’ experience in the food industry from owning their own food distribution company. It was after being let down by suppliers they realised there was a gap in the market for good-quality cakes and sweet treats, and opened Ruby’s.
The business initially also produced sandwich fillings, scotch eggs, pies and quiche – but the success of the cakes prompted the couple to close down the other elements of the business and focus solely on the bakery.
“We started off producing foodservice-sized cakes, for restaurants, cafés and other wholesalers,” says managing director Wendy. “Our classic Victoria sponge was the first product we made and is still a bestseller now.”
The business’s product range and customers base has grown and evolved over the years. One major change has been the shift away from foodservice and towards retail, which now accounts for about 80% of Ruby’s sales. Its products are stocked across the UK in garden centre chains, independent stores and farm shops, and with distribution partners.
Dave died five years ago, so the business is today run by Wendy alongside her sons and their wives Emily and Janine.
As the reach of the business has grown, so has its physical footprint.
“We started off with one small industrial unit and knocked through to more than triple our original space,” says Wendy. “We have recently taken on another unit next door as we are running out of space again!”
The product range has also expanded greatly, with demand for retail-ready items including sponges, tarts and biscuits growing rapidly following the pandemic.
Today the business produces 15 different retail-sized round sponges, six loaf cakes, nine varieties of biscuits including its popular giant Viennese whirls, family-sized tarts, individually wrapped grab-and-go items, retail-sized traybakes, brownies and luxury muffins. Ruby’s also offers a wide range of seasonal products including Christmas chocolate roulade and Halloween muffins.
Although the retail market now accounts for the majority of Ruby’s trade, it still supplies cafés and distributors with its foodservice range.
“Since Covid, it is clear that pre-portioned cakes are a requirement and not an option now,” Wendy says. “As a result, we have an ultrasonic cake-cutting machine soon to be delivered and will be using this to increase our foodservice offering and customer base.”
Ruby’s Sussex Fruit Cake, which was originally developed as a 10-inch foodservice cake, this year took a gold in the Farm Shop & Deli Product Awards.
“We wanted something that sang out to our Sussex roots and our bakery, so we devised a light spiced fruit cake which became a firm favourite,” says Wendy.
Following the success of the product in foodservice, a retail version was developed and was a hit with Ruby’s customers – and with Farm Shop & Deli Product Awards judges.
“Winning the Gold award confirms that all the hard work we have collectively put in with all our staff members including, our logistics manager Chris and supervisor Vicky, who have been with us since the day the bakery have opened, was worth it.
“We feel humbled and so grateful that others love our cakes as much as we do.”
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