Chelsea Bakery Launches Across Carrefour Middle East. A Milestone Export Achievement for Perfection Foods.

Date: June 26, 2025
Location: Dubai, UAE | West Midlands, UK

At Perfection Foods, the UK’s largest producer of handmade cakes and muffins, we’re proud to announce one of our most significant international milestones to date: the official launch of our Chelsea Bakery brand across Carrefour stores in the Middle East.

This landmark export deal places our British cakes front and centre on Carrefour Market shelves across Dubai and the UAE, with a phased rollout across the wider GCC region.

“This is a big-scale launch,” says Gurdeep Singh Bath, Director at Perfection Foods. “Carrefour is one of the world’s largest supermarket chains and the biggest in the Middle East. To partner directly and lead with our very own Chelsea Bakery brand is a huge moment for the team.”

A Taste of Britain, Baked in the UK

Chelsea Bakery was created to bring the charm of traditional British cakes to global shelves. With pastel-toned packaging, portion-friendly sizing, and a long ambient shelf life, the brand is tailor-made for high-traffic international retail.

The Carrefour range includes:

• Victoria Sponge Cake
• Chocolate Sponge Cake
• Lemon Drizzle Loaf
• Cherry Almond Loaf
• 4-Pack Mini Loaf Cakes (Chocolate & Lemon)
• Afternoon Tea Mini Cakes
• Coffee & Walnut Layer Cake
• Genoa & Madeira Slabs
• Belgian Chocolate Muffins

Each product is hand-finished in the UK, made with real ingredients, and developed with 6–8 weeks ambient shelf life or 12 months frozen, offering flexibility for ambient and chilled aisles.

“What we’re seeing already is a real emotional connection from British expats in the region,” Gurdeep adds. “These are the cakes they grew up with. Chelsea Bakery feels like home and that’s something no factory-made dessert can replicate.”

A Taste of Home for British Expats Abroad

Chelsea Bakery was launched under its own brand to celebrate British bakery craftsmanship, with a design built for export. The collection includes classic sponge cakes, mini loaf packs, cherry Madeira slabs and more all packed in eye-catching shelf-ready cartons.

“The range really appeals to British expats who miss the taste of home,” says Gurdeep. “We’ve launched big and we’re just getting started.”

Carrefour stores in Dubai now feature Chelsea Bakery with dedicated shelf space, “New In Store” signage and strong retail theatre to drive trial and visibility.

Product Highlights

• Mini Loaf Cakes (4-pack) – Chocolate or Lemon Drizzle, piped by hand
• Victoria Sponge – Classic sponge filled with jam and buttercream
• Chocolate Cake – Finished with chocolate glaze and flakes
• Lemon Drizzle – With hand-applied icing and strong shelf life
• Cherry Almond Loaf – With glazed cherries and almond flakes
• Afternoon Tea Mini Cakes – Strawberry & Lemon varieties
• Coffee & Walnut Cake, Madeira Slabs, Belgian Muffins

All SKUs are developed for export, hand-finished, and retail-ready for supermarkets, hotel groups and foodservice buyers.

“This isn’t just cake,” Gurdeep explains. “It’s craftsmanship and our customers really value that.”

Momentum Behind the Brand

The launch builds on a wave of export growth for Perfection Foods, with recent wins including:

• National listings in Coop UK
• A flagship cookie range for Marks & Spencer
• Easter launch at Selfridges Food Hall
• Muffin supply into Starbucks North Africa
• New cupcake collaboration with Costa Coffee (2026)
• Gateau rollout in Albert Heijn, Netherlands

With Chelsea Bakery now expanding in the Middle East, Perfection Foods continues to prove its position as a global leader in British handmade baking.

Built for Retail, Designed for Scale

Chelsea Bakery stands out for:

• Hand-finished presentation with strong shelf impact
• Portion-controlled formats for singles, packs, and snack lines
• Retail-ready POS, pallet and display support
• Dual ambient/frozen shelf life across the range
• Flexible MOQ and private label options

The company produces over 70 million cakes annually across four UK sites, with full international logistics, allergen-free capability, and dual-language labelling.

What Retailers Say

Chelsea Bakery’s fast adoption by Carrefour is no accident. Buyers have praised the brand clarity, quick onboarding, and strong early sales.

“The hand-finished detailing really shines in store,” said a senior buyer at Carrefour UAE. “It looks premium, tastes great, and sells fast it’s a win for both sides.”

Feedback like this mirrors comments from buyers at M&S, Selfridges, Costa and Starbucks, all of whom trust Perfection Foods for its quality, service and speed.

Ready for the World

Chelsea Bakery isn’t just a brand it’s a scalable export-ready platform for global bakery retail.

• Fully developed in-house
• Export formats, shelf-life, and compliance built-in
• White label, co-brand or Chelsea Bakery options
• Allergen-free and vegan formats available

“We’ve built Perfection Foods around the idea that great cakes can travel,” says Gurdeep Singh Bath. “Chelsea Bakery combines our bakery heritage with export expertise. Carrefour is just the start we’re already speaking to buyers in Qatar, Kuwait and Saudi Arabia. Our goal is clear: make Chelsea Bakery a global staple, baked in Britain.”

Retail-Ready and High Performing

Retailers say Chelsea Bakery SKUs consistently deliver strong sales:

“Great company to work with. Their products are among our fastest-moving SKUs in the category.”
Frederick Hameau, Carrefour (Bakery Buyer)

Want to Stock Chelsea Bakery?

Visit:
www.chelseabakery.com
info@perfectionfoodsltd.co.uk
www.perfectionfoodsltd.co.uk

About Perfection Foods
Perfection Foods is a family-run British bakery supplying handmade cakes, muffins and snacks to over 150,000 retailers in 35+ countries. With 20+ years of export experience, we’re proud to bake for the world’s biggest names in retail, coffee and foodservice.

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