Getting Serious about premium desserts

The Serious Food Company, previously known as Sunjuice and part of the Jamaica Producers Group, is launching a premium chilled desserts manufacturing business this autumn.

Serious Food Desserts will be located close to the company's existing factory in Llantrisant, Mid-Glamorgan. The business has already won a contract to make some Gü desserts and it has employed consultant patisserie chef Paul Young to work on developing products for both retail and catering outlets. The move is part of Serious Food's diversification following rebranding.

"We are not messing about with volume products, it will be top end," said md Andrew Lord, who claimed that there was untapped potential in the sector. Desserts would use "best-quality" ingredients with "no nasties", he added.

Serious Food has expanded rapidly over the last five years from being primarily an own-label manufacturer of freshly-squeezed juices into making chilled juices, smoothies, crushes and soups. Its brands now include Sunjuice, Frobishers and Serious Soup.

Lord said the company planned to expand into other food sectors, such as pasta sauces and ready meals. It has also set up a premium food distribution business supplying more than 2,000 independent retailers and caterers, with a new depot opening in Birmingham this month. There are also plans for a depot in Scotland soon to give "true national distribution" by 2006, said Lord.