The business, which prides itself on creating cupcakes using only local ingredients from Yorkshire, will initially supply five ranges to the Pudsey branch of ASDA. These initial ranges will include: Sticky Toffee; Vanilla; Lemon; Chocolate, and a seasonal range.
Mama Doreen’s was initially introduced to the ASDA buyer at the Great Yorkshire Show where the business was exhibiting under the deliciouslyorkshire banner. At the deliciouslyorkshire awards in November 2010, ASDA Local Sourcing Manager Alison Hamlett was also given the opportunity to taste Mama Doreen’s cupcakes as part of ASDA’s sponsorship of the Bakery Award.
Becky Boyes, Trade Development specialist at deliciouslyorkshire comments: “To win a contract with ASDA is fantastic news for Mama Doreen’s and we wish mother and daughter team, Jessica and Justine, all the best with this venture. Being able to exhibit under the wider deliciouslyorkshire banner at events such as the Great Yorkshire Show often gives buyers from the larger retailers that extra confidence that they are dealing with a genuine business prospect.
“The deliciouslyorkshire awards have become widely recognised as a prestigious accolade in the region’s food industry, and for producers like Mama Doreen’s, it gives them the platform to meet and impress major retailers- such as ASDA – which they would not usually be able to do.
Jessica Bradley, Director of Mama Doreen’s comments: “To see our products in ASDA is going to be a dream come true for everybody who has worked so hard to make Mama Doreen’s the success it is today. We are so pleased we entered the deliciouslyorkshire awards because without doing this we wouldn’t have secured the ASDA contract. As a small local business we would have really struggled to grab the attention of a brand such as ASDA if it wasn’t for the support provided by deliciouslyorkshire.”