“We’ve sold over 2 million patties in Aldi alone. It’s about pride, visibility, and inspiring others. We want people to see Caribbean food as more than niche — it’s part of the national fabric”. Mike Williams co-Founder Flake Bake
In this exclusive interview for ALT, editor and founder Joy sits down with Mike Williams, co-founder of #Flake Bake, the UK’s most famous handmade Jamaican patty supplier. From humble beginnings in Peckham to national success with Aldi and viral social media moments, Mike shares the journey of building a culturally significant brand that’s reshaping how Caribbean food is perceived in mainstream markets.
Flake Bake’s co- Founder is adamant the the product’s rise is more than a business success story — that it holds cultural significance. After winning Aldi’s Next Big Thing, the brand went viral on social media and sold out 25,000 patties in just 48 hours. That momentum led to a groundbreaking achievement: Flake Bake became the first company in the UK to launch a commercial for Jamaican patties, which aired nationally on Channel 4. The advert marked a turning point in how #Caribbean cuisine is represented in mainstream media and retail.
In this exclusive interview for Altair Review, editor and founder Joy (ALT) sits down with Mike Williams, co-founder of Flake Bake, the UK’s most famous handmade Jamaican patty supplier. From humble beginnings in Peckham to national success with Aldi and viral social media moments, Mike shares the journey of building a culturally significant brand that’s reshaping how Caribbean food is perceived in mainstream markets.
Flake Bake’s rise is more than a business success story — it’s a cultural movement. After winning Aldi’s Next Big Thing, the brand went viral on social media and sold out 25,000 patties in just 48 hours. That momentum led to a groundbreaking achievement: Flake Bake became the first company in the UK to launch a commercial for Jamaican patties, which aired nationally on Channel 4. The advert marked a turning point in how Caribbean cuisine is represented in mainstream media and retail.
ALT: What inspired you and your father, Paul, to start Flake Bake?
Mike: It started with my dad working in a bakery with my Uncle Trevor in the late ’90s. When the original premises became available in Peckham in 2008, he took it over. We began with Caribbean takeaway and bread, but saw potential in Jamaican patties. Supermarket versions weren’t satisfying people, and we had a great recipe. So we started supplying other Caribbean takeaways, and Flake Bake was born. I even did my master’s thesis on how to establish a Jamaican patty business.
ALT: How did your appearance on Aldi’s Next Big Thing come about, and what was the biggest lesson?
Mike: By 2023, I was ready to close the business. A friend encouraged me to apply for the show. We won, and Aldi connected us with a large-volume manufacturer. What we made in a week, they could produce in an hour. I launched a bold PR campaign, hired influencers, and flooded social media with content. We went viral — 2 million views in four days — and sold 25,000 patties in 48 hours. Aldi ordered 100,000 more, and we sold 80,000 in a week. The biggest lesson? Be bold, use social media, and don’t wait for permission to tell your story.
ALT: Why is it important to bring Jamaican patties to the UK mainstream?
Mike: Caribbean people have been in the UK for over 75 years, yet our food hasn’t been taken seriously. Patties are a staple in Jamaica, like Gregg’s here. We’re the first Jamaican patty brand to have a TV advert — aired on Channel 4. We’ve sold over 2 million patties in Aldi alone. It’s about pride, visibility, and inspiring others. We want people to see Caribbean food as more than niche — it’s part of the national fabric.
ALT: What do you think about companies selling “Caribbean-inspired” food without being part of the culture?
Mike: It’s frustrating. After we went viral, some manufacturers who rejected us launched similar products. It’s business, yes, but authenticity matters. You don’t have to be Caribbean to sell Caribbean food, but there should be respect and acknowledgment. Support the culture, the charities, and the community. We need to elevate authentic voices first.
ALT: What makes Flake Bake patties different?
Mike: Our handmade process is unique. We use natural ingredients — scotch bonnet, spring onion, thyme — and no preservatives. Our pastry is flaky, not shortcrust, which is authentic to Jamaica. Even our large-volume manufacturer managed to replicate that flakiness. It’s in the name — Flake Bake. We’ve developed these processes over a decade, and our team includes experts with 20–30 years of experience. That’s not something you can easily replicate.
ALT: Do you plan to expand into more products or flavours?
Mike: Yes. We’re strengthening our relationship with Aldi and exploring expansion into Europe. There’s demand in places like Germany, Spain, and France. We’re developing new products and may collaborate with other Caribbean brands to help them access retail. It’s about building a movement, not just a business. I want to be a gateway for other Caribbean entrepreneurs to reach major retailers.
ALT: What advice would you give to startups trying to break into retail?
Mike: First, make sure your product is shelf-ready — packaging, labeling, compliance. Second, use social media to build traction. Retailers want to see that you have a marketing strategy and audience. Be bold, be visible, and don’t be afraid to tell your story. And if you get a chance to pitch — make sure you’re ready to scale.
