Taking inspiration from patisserie desserts in Belgium, James Averdieck’s upmarket dessert range can now be found in supermarkets from Waitrose to the Co-op, as well as on Virgin Atlantic and British Airways flights. The London company began with oven-ready chocolate soufflés but now offers snack-sized puddings, cheesecakes and fruit desserts bearing its more recent Frü brand. High-profile marketing campaigns for new products and a sponsored ice rink at the Natural History Museum have kept sales growing 71% a year, from £3.4m in 2005 to £16.8m in 2008.
This profile reflects the company at time of publication and does not reflect any changes that may have subsequently occurred. Fast Track and its sponsors do not endorse, guarantee or recommend investment in any of the companies.