This June, artisan flapjack brand Flapjackery is marking an incredible milestone: ten years in business. And at the heart of the celebration is a simple but sincere message – thank you.
From its humble beginnings in Tavistock, Devon, Flapjackery has grown from a single stall to a much-loved brand with multiple shops, a growing online store and a loyal community of customers right across the UK. But none of it would have been possible without the people who’ve supported them along the way.
“We never set out to build something this big,” says founder Carol. “I was semi-retired and just loved cooking. What we’ve become has been shaped by the amazing customers we’ve met from day one at events, markets, shops. It’s all grown completely organically and we feel so lucky. This milestone is really a thank you to everyone who’s been part of the journey.”
While much has changed in a decade, from the size of the team to the scale of the brand, the flapjacks themselves haven’t. The same handmade, oaty slabs baked in Devon using British oats and indulgent toppings remain at the heart of the business.
“Our Millionaire’s Flapjack and Raspberry and White Chocolate are still made exactly the same way as when we first baked them 10 years ago,” Carol adds. “Some things don’t need to change.”
To mark its anniversary, Flapjackery has unveiled a fresh new look, including an updated logo and colour palette. It’s a brand refresh that looks to the future while staying true to the brand’s handmade, high-quality roots.
The Flapjackery community has always played a huge role in the business. Whether its customers visiting its events team at shows and markets around the UK, popping into one of its shops while on holiday, or sharing special stories like the couple who planned their honeymoon around the Padstow shop opening, there’s a real sense of connection that continues to grow. The last ten years have also been memorable for the Flapjackery team by the famous people who have tasted flapjacks, and they include King Charles III and Queen Camilla during their 2019 Tavistock visit.
And new are Flapjacks for Dogs, in homage to Flapjack and Tiffin, Carol’s two mischievous beagles.
Yet despite the growth, Flapjackery’s Devon roots remain central. The business still calls Tavistock home, and in this anniversary year, it is proud to sponsor the return of the Dartmoor Marathon on April 12, 2026, a local event with personal meaning for Carol, who founded the business in the town and lives nearby, and it’s a nod to the brand’s long-standing popularity with runners and active customers. “Some of our first ever fans were marathon runners,” says Carol. “Flapjacks are brilliant fuel and many of those early supporters still come and see us at events like The National Running Show and the London Marathon.”
As the business steps into its next decade, it does so with the same passion, purpose, and plenty of oats. “Flapjackery is a business and a family,” Carol says. “And we’re so thankful to everyone who’s been part of our story.”
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