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Baking free from the rules and representing the new wave of baking in UK and beyond!

Fresh, modern, on-trend bakes everyone is talking about.

Made with innovative natural ingredients so guilt is a thing of the past

Always gluten free, always vegan friendly, and (usually) organic ;)

More about us

We started the brand 4 years ago with the ambition to become the biggest challenger brand in ambient bakery in the UK and beyond because we believe that eating natural food can help you feel better and live happier!

During this time, we have grown from our kitchen to being stocked in the nation’s biggest supermarkets; from just 4 baking mixes to a range of 12 delicious mixes and sharing-bag snacks; from independents in London to exports to 7 European countries, across Asia, the Middle East and even South Africa and Ukraine to name a few!

We want to bring the Insta-generation to the key baking categories, so everyone can have their cake and eat it:

The science

The Problem: Old school baking is in gradual decline: cake sales are down 3.8%, flour sales are down, and 6 of top 10 home baking brands are down.

73% of consumers believe cake can be health and delicious, and 65% would like to see more innovative flavours, but it seems like the the brands haven’t figured this out yet.

The way out: Just a quick glance on Instagram would show you the way the market’s going. But if we look closely we can see evidence all around us. 

Alternative flour sales booming, now 45% of category.

15% of households now avoiding gluten for lifestyle reasons.

28% want bakes which “aren’t too sweet”, reflecting changing palates.

Why stock Supergood?

Fresh, on-trend brand and award winning products to drive growth in your category

After years of decline due to lack of innovation in the category & concerns around unnatural and low quality ingredients, we are key drivers or reignited market growth

Robust promotional and sampling plan. Carefully sourced ingredients that you can trust;

the gluten-free flours are sourced from the organic-certified British millers and all the mixes are produced in the UK;

All-natural and tick the gluten free, Dairy free and vegan-friendly boxes, so that everyone can tuck in

- and here’s the crucial part - they taste genuinely yummy!



I would like to stock Supergood! products in m shop/café/outlet- how do I go about this?

You can either set up a direct trade account with us and order from us directly, with a minimum order quantity of 18 cases.

Simply get in touch with our account manager Tania( to introduce yourself or fill out our contact form below

Alternatively, you can order our products via a wholesaler. In the UK are partnered with: Tree of Life, The Health Store, CLF, Springvale and Diverse Fine Foods.

*Please get in touch to enquire about wholesalers outside of the UK.

What is your minimum order quantity (MOQ?)

In order to benefit from free delivery to a UK mainland address, our minimum order quantity is 12 cases.

How long do you take to deliver?

Our lead time for order to the UK mainland is 5 working days.However, please do check in with us as early as you can so that we can to ensure we have enough stock of the lines you'd like to order.

If you are outside UK mainland, please get in touch and we can estimate shipping time and cost for you.

Do you ship to my country?

Yes, we can ship to just about any country across the world and we can provide the necessary export documents such as Certificates of Origin (additionally charged), commercial invoices, Traces certification (EU), etc.

How can I become a wholesaler?

Get in touch with our account manager Tania( to introduce yourself or fill out our contact form below

Is your packaging recyclable? What are you doing to reduce your carbon footprint?

We use recyclable packaging for our boxes and cases and provide clear labelling on the packaging to let our customers know that our packaging is recyclable.

We don't use single-use plastic unless absolutely necessary to guarantee food safety of our products.

We do not waste any ingredients at a production level and we recycle all cardboard materials used in our supply chain. 

We are committing to reducing our CO2 emissions by sourcing and manufacturing ingredients locally where possible -currently over 90% of all our ingredients are sourced from the UK.

We also use carbon-neutral transportation services where available.