Run, run, as fast you can, you can't catch me I'm the gingerbread man.........so the nursery rhyme goes. This is the story of a Company that has not stopped running for the last 20 years.
It was in 1988 whilst having a successful Bakery and Confectionery business based at The Bread Bin, in Market Drayton that Tim and Sarah Hopcroft, the founders of Image on Food had the idea of decorating Gingerbread shapes other than the traditional Gingerbread Man.
After weeks of trialling different mixtures the secret (and much loved!) recipe was developed and the gingerbread range was born. To begin with all of the gingerbread novelties were just sold in the shop but after a chance encounter with the buyer from Ironbridge Gorge Museum shop an order for 700 gingerbread farmyard animal shapes was received.
Production of those 700 novelty biscuits took nearly 3 weeks and also for the first time the products had to be packaged. As the product was so visually decorated it was decided that the gingerbread would be presented in a clear bag with a ribbon finish. That first order for Ironbridge Gorge sold out within 3 weeks and it was then, realising a future potential market, that Fairytale Gingerbread was founded. This also coincided with the active promotion of Market Drayton, as the "Home of the Gingerbread".
Tim and Sarah analysed the "gingerbread" market and it appeared that the market was divided into two segments. Locally produced figures, which you might find in any bakers - these were either undecorated or crudely finished, and always sold loose for a price of 25p to 30p. Then there were a few ranges of nationally-distributed figures, where the packaging was always more attractive than the product. There was no product innovation around so it became a mission of the company "to consistently produce a high quality product that was detailed to meet every customers need and surpass their every expectation".
After the success of the gingerbread at Ironbridge Gorge Museum shop and following a test-marketing exercise at the West Midlands Show in May 1988 the company was so encouraged by the response, that they actively began to sell the product - first to more and more visitor outlets in and around Shropshire and then through local distributors.
Tim Hopcroft, being a highly skilled decorator saw great potential in 'up-dating' the conventional gingerbread man image and as well as the launch of the animal and characters the business started to concentrate more and more on ideas for a number of seasons and events.
In 1989 a Christmas range was developed for Bhs which was the big break the business was looking for. From that point on the sales of the gingerbread novelties rapidly increased and was recognised in that year by being short-listed for the BBC4 Enterprise Award of the Year and in 1990 by winning the Marks & Spencer's Better Made in Britain Award.
Sales continued to grow and in June 1995, Tim and Sarah decided to sell the Bakery and Confectionery business and the Company moved to a small industrial unit 5 miles outside Market Drayton to concentrate on the development of the "gingerbread" business under the name of Image on Food.
Gradually, the Company became better known and more experienced and moved up-market, selling to Fortnum & Mason, Heals, Selfridges, Harvey Nichols and also into higher volume retail outlets including John Lewis, Starbucks, Thornton's and Waitrose. However, alongside this growth our small retail customers continued to flourish as it has always been a priority of the Company to still maintain and look after the "smaller customers" as without them we would not be where we are today.
Another large growth area for Image on Food was working with promotional companies who were looking for a "food product" to use as a promotion. Products have been developed over years for many companies including Microsoft, Maxpax, B.P. Channel 4, Virgin Media and Clinique.
As part of the companies strategy for constant product innovation Image on Food launched a range of "Fairytale Wedding Favours" offering a selection of wedding favours which can be personalised to provide brides and grooms unique mementoes of their special day. Following on from this success the "Fairytale Celebrations" range and Cookie Bouquets were also launched these proved to be a tremendous success with orders and enquiries from as far away as Australia and Greece.
From 1995 to 2006 the business grew from one unit at Rosehill Industrial estate to three units. Year on year sales increased and in March 2006 the Company moved to their new 12,000 sq foot purpose built factory premises back into the town where it had all started eighteen years before.
Today Image on Food is a leading manufacturer of gingerbread novelties, distributing its products worldwide and constantly working on product development to bring new and exciting products to the market.
Image on Food has changed the whole niche market of gingerbread production and is constantly approached to supply many of the U.K. multiples. Our mission is to still to keep "one step ahead" of competitors by continuous product innovation and working alongside customers to develop ideas unique for them whilst, still, maintaining a reputation of quality, service and creativity.