SAVVY Collective has acquired baking business Cheshire Bakes, in a move which adds a direct-to-consumer arm to the hospitality group’s growing portfolio.
The business has been rebranded as Bakerz Collective and will operate under the Foxxy Foods umbrella within the SAVVY Collective portfolio.
Following the acquisition, SAVVY Collective has invested in a refreshed brand identity, new packaging and a renewed marketing drive.
Changes to the business’s operational infrastructure will also open up new routes to market, including the launch of a nationwide postal service on October 25.
Over the coming months, the business plans to develop further wholesale partnerships, and to introduce an exciting new range of products. A launch on delivery platforms including Deliveroo is also being explored for early 2027.
The transformation is being led by SAVVY Collective founder Steven Hesketh, who is a director of Foxxy Foods Ltd alongside Dilwyn Jones and Steven’s son, Scott Hesketh.
Shannon Fraser will oversee day-to-day operations as director of Bakerz Collective.
Steven said: “We’re really excited about the acquisition and the next stage of growth for Bakerz Collective. Our nationwide postal service is a significant milestone, as it will allow us to take our brownies beyond the events we are already attending and directly into customers’ homes across the UK.
“We want to expand our wholesale partnerships, develop new products and, importantly, build a community of food lovers who enjoy following our journey, sharing their favourites and being part of the Bakerz Collective story.
“Ultimately, we’re building more than a brownie business. We want to create a fun, recognisable brand that people genuinely connect with, whether they’re treating themselves, sending a gift or discovering us at an event.”
The business originally traded as The Brownie Box before becoming Cheshire Bakes. It brings an established product range and a loyal customer base, including more than 6,600 Facebook followers.
Production takes place in the kitchen at the Chester Townhouse Hotel, making use of space that previously sat underused after breakfast service. Products are already being supplied to Queen’s Square Social in Wrexham and Hotel Wrexham, while the Foxxy Foods Van sells the range at festivals and events across the region.
The bakery’s products have already sold out at recent events.
Shannon Fraser, director of Bakerz Collective, said: “Baking in the Chester Townhouse Hotel kitchen means we can work in small batches every day and get fresh bakes out quickly. Customers tell us they can taste the difference, and that’s what we’re taking nationwide.”
Steven said: “What makes Bakerz Collective different is our combination of handmade quality, freshness and flexibility, backed by the experience and commercial opportunities of an established hospitality group.
“Everything is handmade by our own in-house team, baked fresh in small batches with a real focus on flavour, quality and consistency. We’re not looking to become a mass-produced bakery brand. Our size and agility allow us to respond quickly to customer demand, experiment with new flavours and introduce seasonal specials, keeping our offering fresh and exciting.
“The acquisition was never about changing what customers already loved about the original business. It was about building on those foundations, retaining the quality and character of the products while introducing the structure, resources and commercial opportunities to help the brand flourish.”
Outlining his vision for the business, Steven said 2026 had been an encouraging year for Bakerz Collective as it established the brand and built momentum.
Strong trading at events, including the Baby & Toddler Show in Manchester, and new supply relationships with local cafés and hospitality venues have already helped the business achieve £10,000 in sales over the past three months.
Steven said: “In the short term, our priority for the final quarter of 2026 is to successfully launch and grow our online ordering and nationwide postal delivery service, while continuing to develop wholesale relationships with cafés, hospitality venues and independent retailers.
“Looking ahead to early 2027, we’ll focus on expanding our reach across the Northwest and North Wales, with plans to explore launching on Deliveroo in Chester and Wrexham. This would create an exciting opportunity to bring our brownies and blondies directly to customers looking for a convenient, late-night sweet treat.
“Our longer-term ambition is to build Bakerz Collective into a well-established, commercially successful brand with a loyal and engaged following of brownie lovers, a strong reputation for quality and a growing network of retail and hospitality partners.
“Beyond simply selling great bakes, we want people to connect with the brand, share their experiences and feel part of our journey as we grow.
“Our aim is for Bakerz Collective to become a go-to name for delicious bakes, whether that’s a personal treat, a thoughtful gift or a little something indulgent delivered straight to your door.”
The refreshed online service will broaden ordering options and expand the availability of brownie and blondie gift boxes. The range includes Oreo, Mars, Rolo and Bourbon brownies, alongside Jammy Dodger, Custard Cream and Lotus blondies, with seasonal specials and limited editions planned. School cake and Welsh cakes have already proved particularly popular, selling out at every event attended so far.
Partnership opportunities across the SAVVY portfolio include The Savvy Fox, while a Bakerz Collective Festive Afternoon Tea will launch at the Chester Townhouse Hotel this Christmas. The bakery is also developing wholesale partnerships with independent cafés, coffee shops and delis across the region.
The deal reflects SAVVY Collective’s approach to combining hospitality operations with investment. The group, which also advises on and pursues acquisitions, development projects and opportunities in emerging growth sectors. It uses market and asset performance data to identify where operational support can add value, and its work increasingly extends to investor insight on hospitality investment trends and hotel valuations.
Steven added: “It’s a great example of SAVVY Collective’s approach to investment: recognising potential in an established business and unlocking further value through strategic direction, brand development, operational expertise and access to a wider hospitality network.
“Hospitality investment is no longer just about buying a hotel or a bar. Some of the best returns come from complementary businesses that can plug into an existing operation. Bakerz is a small example of a model we think applies right across the sector.”
For more information visit: https://www.bakerzcollective.com/shop
