A South Yorkshire dessert business is expanding after investing over £200,000 in new production facilities and securing funding to boost capacity. Employing 40 people across three Barnsley sites, Dolly’s Desserts has transformed a former warehouse in Wombwell into a state-of-the-art production kitchen, marking a significant milestone in its growth journey.
Dolly’s Desserts, founded by Janine Davies and her daughter Charlie Smark, began as a small venture in 2019, named after their beloved pet Cockapoo. The expansion follows increasing demand from online and wholesale customers, with Dolly’s brownies, blondies, and stuffed cookies now stocked in 12 UK shopping centres, showcasing the brand’s growing popularity.
Expansion fueled by grants
The company secured two match-funded Business Productivity Grants through Enterprising Barnsley, Barnsley Council’s business support service. These grants, facilitated by key account manager James Lennon, were instrumental in funding equipment for the new kitchen. This move allowed baked goods production to shift from the retail premises at The Glass Works, freeing up space to expand the gelato operation.
A second grant funded upgraded gelato-making equipment, more than doubling capacity and accelerating production. This investment has already opened new opportunities for wholesale orders, positioning Dolly’s for further growth in this market.
Social media boosts reach
Dolly’s has built a 1.7 million-strong following on TikTok, a platform that has been key in attracting customers from across the UK and beyond. After the Covid-19 pandemic forced the business to temporarily close in 2020, Janine and Charlie turned to TikTok, initially sharing behind-the-scenes content. This strategy paid off, helping them develop a robust online presence.
Today, the company sells signature sauces, bake-at-home kits, and bake boxes through its TikTok shop, complementing its retail and wholesale operations. Customers travel from across the UK, and even internationally, to experience Dolly’s Desserts, with one visitor coming from as far as Australia.
Looking ahead
Dolly’s is currently refurbishing its kiosk in Market Kitchen, the food hall within Barnsley Market, where the business first began. The company is also innovating, constantly developing new ideas and exploring new flavors to expand its product range.
Janine Davies expressed her amazement at the business’s growth, saying, “Never in my wildest dreams could I have imagined that we would grow from just the two of us into a team of 40, with the products first developed in my kitchen at home now being enjoyed not only by our growing customer base but also through the incredible social media audience we have developed.”
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