George Burdett, Yash Dhutia, Michael Woods and Danika Woods
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George Burdett, Yash Dhutia, Michael Woods and Danika Woods
Ferrari's Tiramisu Traybake made by Just Love Food Company
Two Welsh food and drink businesses. Two Leicester roots. One new collaboration — and a first for Asda.
There are some food collaborations that simply make commercial sense.
And then there are collaborations where the story behind the product is every bit as important as the product itself.
This September, Ferrari's Coffee and Just Love Food Company will bring their new Tiramisu Traybake to Asda stores across Wales — marking an exciting new chapter for two established Welsh businesses and a significant milestone in their shared journey.
The product brings together Ferraris Coffee’s heritage in coffee with Just Love Food Company’s expertise in bakery, creating something designed specifically for the Welsh retail market.
But the story behind it goes much deeper than tiramisu.
Ferrari's Coffee Roasters Tiramisu Traybake
There is a fascinating personal connection at the heart of this collaboration.
Ferrari's Coffee Managing Director Yash Dhutia and Just Love Food Company Managing Director Michael Woods both originate from Leicester.
Both ultimately made the move to South Wales with their families, building businesses that have become part of the Welsh food and hospitality landscape.
“This project has a real sense of history and opportunity for Ferraris'. Our heritage in coffee and food goes back many years, and to be able to combine that heritage with Just Love Food Company's bakery expertise is something we're incredibly proud of. The fact that this product represents a return to bakery for Ferrari's makes it particularly special. We're excited to see the Tiramisu Traybake reach consumers through Asda and to be doing it alongside another fantastic Welsh food business.”
Their journeys have followed different paths, but share a common thread: taking entrepreneurial ambition, family values and a passion for food and drink and turning them into successful Welsh businesses.
Today, those journeys are coming together in a product that will sit on the shelves of one of the UK's largest retailers.
Full Cake sampling range between Ferrari's and Just love
The idea for the Tiramisu Traybake began with George Burdett, Head of Foodservice at Ferraris Coffee, and Danika Woods, Head of Sales at Just Love Food Company.
“Danika and I first started exploring the idea after meeting at a number of industry events, and it quickly became clear that there was a natural fit between Ferraris and Just Love Food Company. We wanted to create something where both businesses brought something meaningful to the table. Coffee and bakery are a natural combination, and tiramisu gave us the perfect platform. Seeing that initial conversation develop into a product that will be on Asda shelves is a brilliant result for everyone involved.”
Having crossed paths at multiple supplier events hosted by Food & Drink Wales, as well as Harlech Foodservice's annual tradeshow, the conversations between the two businesses gradually evolved from introductions into genuine opportunities to collaborate.
The relationship demonstrated what can happen when Welsh food businesses come together, share capabilities and look beyond their individual product categories.
The result was a simple but compelling question:
The answer was Tiramisu.
A product where coffee is absolutely central to the flavour profile, combined with the bakery expertise required to turn that flavour into a premium, indulgent traybake format.
For Ferrari's Coffee, this launch carries an additional layer of significance.
The Ferrari's name has a long history in food and bakery, including the operation of a bakery chain of more than 30 sites before the business went into administration in 2008.
More than 15 years later, the launch of a bakery product into major retail represents a symbolic return to bakery for Ferrari's.
“The relationship really grew from conversations at industry events and from understanding what each business could bring to a partnership. It's been fantastic to see the idea move from a conversation between George and myself into a finished product with a major retailer behind it. We're incredibly proud of what we've created together, and we're particularly pleased that the launch gives us the chance to showcase Welsh food manufacturing and collaboration to consumers across Wales.”
This isn't about recreating the past.
It's about taking the heritage and experience of Ferraris and applying it to a new generation of products, new channels and new opportunities.
The Tiramisu Traybake therefore represents much more than another SKU.
It is a reminder that businesses can evolve, rebuild and find new ways to use the experience they've gained along the way.
A full product range with more innovation to come
For Just Love Food Company, the collaboration is another example of the business's ability to develop products that combine strong food credentials with commercial relevance.
The company has built its reputation around bakery and celebration products, bringing creativity, manufacturing capability and an understanding of what consumers want to the partnership.
Working alongside Ferraris Coffee provided an opportunity to take those strengths and combine them with a coffee heritage that is deeply embedded in the Ferraris brand.
The result is a product that feels naturally connected to both businesses.
A particularly important part of this story is Asda.
Asda has been pioneering its Welsh food range and supporting the growth and visibility of Welsh food producers within its stores.
The Tiramisu Traybake represents a significant moment in that journey, with Asda becoming the first major retailer to onboard a collaboration between Ferraris Coffee and Just Love Food Company.
That matters.
It demonstrates the potential for Welsh businesses not only to develop great products independently, but to collaborate and create something capable of reaching consumers through major retail.
Launching into Asda stores across Wales in the middle of September gives the product a fantastic platform — and gives two Welsh businesses the opportunity to showcase what can happen when local industry, collaboration and retail come together.
“There is something quite special about two people who both started out in Leicester, moved their families to South Wales and built businesses here now finding a way to work together. This collaboration is a great example of what can happen when Welsh businesses share their expertise rather than working in isolation. We've really enjoyed working with the Ferraris team, and we're delighted that Asda has given us the opportunity to take the product into Welsh retail.”
Ultimately, this is a story about more than a traybake.
It's about two businesses with strong histories coming together.
It's about relationships formed through the Welsh food and drink industry.
It's about Ferrari's Coffee returning to bakery in a new and exciting way.
It's about Just Love Food Company bringing its bakery expertise to a new collaboration.
And it's about Asda recognising the potential of that partnership and becoming the first major retailer to bring a Ferrari's Coffee and Just Love Food Company collaboration to consumers.
Most importantly, it's a story about what Welsh food and drink businesses can achieve when they work together.
Traybake with Coffee beans
From Leicester roots to Welsh shelves — and from coffee and bakery expertise to one very indulgent Tiramisu Traybake.
Look out for the new Ferrari's Coffee x Just Love Food Company Tiramisu Traybake, launching into Asda stores across Wales from mid-September.
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