Merchant spotlight: Flapjackery

Flapjackery started with one simple idea: make flapjacks so good they can hold their own against all the brownies and cupcakes out there.

A small batch at Tavistock market quickly turned into queues, festivals, and a fast-growing fan base.

At needi, we love celebrating makers who put real heart (and real butter) into what they do. So we caught up with Business Development Manager, Henry, to hear how Flapjackery became the national treat it is today.

Business: Flapjackery

Founder: Carol Myatt & Sally

Location: Tavistock, Devon

What inspired you to start your business?

Flapjackery was founded by Carol and her friend Sally, who shared a long-standing passion for baking. Carol noticed that while brownies and cupcakes were everywhere, no one was focusing on flapjacks, despite their excellent shelf life.

She revisited an old family recipe, and together they produced a small batch to test at Tavistock market. After a few adjustments, demand grew quickly. We began baking at scale and selling at festivals and markets across the country.

As interest increased, it became clear we needed a defined identity and more space. After a brief brainstorming session, the name Flapjackery was created, and we moved into an industrial unit in Tavistock. Ten years on, Flapjackery has grown from a simple idea into a recognised national brand built on quality, originality, and a genuine love of flapjacks.

What’s the biggest lesson you’ve learnt so far on your journey?

The biggest lesson has been the importance of staying true to what we do best. As the business grew, it was tempting to diversify too quickly, but keeping our focus on quality, consistency, and our core product has been essential.

We’ve also learnt to trust our gut; sound instincts, supported by experience, have often led us in the right direction when choices weren’t clear. Above all, we’ve seen that good people sit at the heart of every successful business. Surrounding ourselves with capable, committed individuals has been fundamental to our growth and stability.

What makes your business special?

What makes Flapjackery special is the combination of our people and our principles. Our team is at the centre of everything we do, and their commitment, skill, and pride in the product shape the business every day.

We also never compromise on quality. Every flapjack is made with proper ingredients, including real butter; and we hold that standard without exception. It’s this blend of genuine craftsmanship and a strong, dedicated team that sets us apart.

What’s your favourite product and why?

Too tricky to answer! One of our favourites is the Clotted Cream Fudge Flapjack. It captures everything we stand for: indulgent ingredients, generous flavour, and a proper sense of craft.

The combination of buttery flapjack and rich, handmade fudge is simple but exceptional, and it remains the product customers return to time and again. It’s a clear reminder that when you use good ingredients and do things properly, the result speaks for itself.

What’s the top piece of advice you would give to fellow small business owners?

Trust your gut, surround yourself with great people, and stay true to your principles. Growth brings plenty of opportunities to cut corners, but holding your line matters. For us, that means never compromising on quality, no matter how big the business becomes. Strong instincts, the right team, and clear standards will carry you further than anything else.

What’s the most memorable gift you’ve ever received?

The most memorable gift I’ve ever received was my childhood and the opportunities it gave me. Working in my parents’ restaurant taught me the value of hard work, responsibility, and taking pride in what you produce.

It also instilled a deep respect for premium ingredients and doing things properly which is a principle that underpins everything we do at Flapjackery today.

Let's stir up something special 

Chat to gift expert and let's make your corporate gifting even sweeter!