Bakery Products 2
the previous list was produced, made up
primarily of products from a 1938
catalogue, a new and earlier catalogue has
come to light. There are several cake
lines in this catalogue which get no
mention in the 1938 catalogue and they are
listed here. The fact that they get no
mention in the 1938 catalogue does not
mean they had been discontinued; for
reason of space they may have been
1932 catalogue has been personalised for
Clee & Son, Rotunda Terrace,
Cheltenham. According to the Cheltenham
Reference Library, William Frederick Clee
was listed as a grocer in the 1932 trade
directory. Although personalised for Clee
& Son the range of cakes were
available to other retailers and the
prices quoted are retail. Discount was
given dependent on volumes ordered.
list also contains a selection of wedding
cakes with the firm made and some items
which have come to light since the earlier
list was produced.
Cake Catalogue Listing
chocolate sponge with vanilla flavoured
filling. Packed in protective cartons to
ensure freshness. 5d. each
shape made from superfine sponge mixing
with marshmallow on top. Edged with finely
chopped nuts with a centre filling. Also
available in two other varieties; with
marshmallow top and that covered with nuts
or chocolate fondant top and centre of
marshmallow. All in protective cartons.
light sponges of light sponge mixing
divided horizontally with layer of
filling. Also available in chocolate
sponge. Sealed in cartons to ensure
freshness. 8 for 6d.
sponge mixing round cake topped with
various flavoured icings, edged with
finely chopped nuts, and decorated with an
assortment of preserved sweets or walnuts.
Flavours were chocolate, vanilla, coffee
and raspberry. Packed in protective
cartons. 8d. each
tartlets made from short pastry.
Obtainable in fillings of jam, treacle and
lemon. Each contained in a paper cup and
in boxes of 9 at 1d. each. By 1938 these
were assorted jam tartlets but remained a
above but all lemon curd filling. 1d.
above but all treacle filling. 1d. each.
from short pastry and a Derbyshire recipe
were sold as 'indistinguishable from the
originals'. Top covered with pastry cap.
Boxes of 9 at 1d. each.
for consumption at Easter-time. Contained
rich fruit with a thick layer of almond
paste crowned with sweet fondant. Cakes
had to be ordered in advance and were
priced at 3/3d, 4/9d and 6/6d. Also
available was a special slab Simnel cake
at 1/6d per lb.
principally for the young market. Jammies
were small oblong sponge cakes with a
choice of jam fillings. Packed in sealed
cartons to ensure freshness. Eight per
carton at 8d.
good quality round cake with liberal
amounts of fruits. Baked with frilled
paper wrapping around waist. Separately
wrapped to ensure freshness. Price 1/-
shaped cake designed as a sweet with no
need for preparation other than heating.
Came in six varieties; sultana, fig,
raisin, college, currant and ginger, and
three sizes priced at; 6d., 9d., and 1/-.
Also came as a Baroness Pudding complete
with packet of Lyons' custard powder price
for picnics, outings and lunch boxes. Each
individually wrapped and cut into slices.
In boxes of 4. Price 6d. each.
ready for rolling and baking. Entirely
free from preservatives. Wrapped and
supplied in cartons. Half pound 3.5p, one
pound 7d. Also available was Lyons' short
pastry mix for making tarts, pies and
pastries. Price at 3.5d per half pound.
Latter flaky pastry mix was introduced for
the same price.
1/8d. per carton of 12.
made from a Highland recipe. Wrapped in
pairs in Cellophane and delivered in
boxes. Price 2 biscuits for 1.5d.
from sugar, eggs and real almonds. Crisp
taste. In cartons of eight for 1/-.
types made. One of conventional round
shape the other with wrap-over sides.
Fancy tops, one with domino finish. In
carton at 1/- and 1/4d. each.
prepared biscuits wrapped in Cellophane
packets of six and priced at 2d. per
packet of six. Each biscuit was impressed
with a JL logo.
table delicacies of superfine sponge with
a centre filling and completely covered in
rich chocolate. In boxes of 7 and priced
shapes and flavours sold in boxes of 6 for
1/1.5d or 2.5d each.
assorted varieties with different shapes
and fillings. Supplied in cartons of
seven. Price seven pastries for 1/-.
very large assortment of different
pastries. Price ranges between 1d. and
from different types of Genoese cake and
compressed together giving a mottling
effect. Top was layered in patterned icing
and they were supplied in individual
cartons. Price 10d. each.
chocolate biscuit confection oblong in
shape with a rounded top. Wrapped in
silver foil and covered in milk chocolate.
Buzz impressed on the top of the biscuit
in the chocolate coating.
listed in catalogue and no definition
available. Identified on bakery order
form. Price 6d.
vanilla flavoured sponge cakes in crimped
paper cup topped with marsh-mallow and a
sprinkling of flaked coconut with
glacé cherry on top.
cake is not included in the 1932 catalogue
but was identified on a 1937 bakery order
form. It is most likely a variation on the
Sno-Queen cake above. Priced at 1d.
birthday and christening cakes had a wide
reputation for quality, variety and value.
The wedding cakes were named after
goddesses of ancient Greece as a final
expression of their classic elegance of
tier cakes could be made in any design
between 7 and 17 guineas for an additional
charge of 6d per pound. The standard
mixing in all designs was Dundee Cake, but
if preferred, almond, cherry, Genoa,
Madeira or sultana cake could be
substituted. For anniversaries of the very
young Lyons' recommended a birthday cake
with Madeira mixing and layers of jam and
buttercream. Special designs, ornaments or
embellishments could be incorporated to
customers' requirements at extra cost.
There was no charge for names or greeting
flowers could be supplied with any cake
instead of artificial flowers. Any charge
was dependent on customers requirements
and the season.
painted monograms could be supplied with
any cake on the following terms. Cakes
under 15 guineas, 15/- per pair extra.
Cakes of 15 guineas and over, no charge
pieces of wedding cake, sugar and almond
iced, in wedge-shaped boxes can be
supplied for sending away at 6d. each.
cakes under 5 guineas the knife and stand
could be hired for 3/6d plus carriage to
and from the customer's house when outside
the Lyons' van delivery area.
of 5 guineas and under 7 guineas the stand
and knife was loaned free but there was a
charge for delivery if the customer's
house was outside the Lyons' van delivery
priced at over 7 guineas the stand and
knife was loaned and delivered free but a
collection charge was made if the
customer's house was outside the Lyons'
van delivery area.
tier. Ornately iced in scroll-work. Vase
on top with flowers.
18 inches, diameter 12 inches, weight 9
lb. Price £1.14s. 0d
smaller cake was available for
two tier cake with flowers on top and
horseshoes around both tiers. Ornately
iced in scroll-work. Height 22 inches,
diameter 12 inches, weight 12 lb. Price
two tier cake with elaborate hoped flower
arrangement at top. Horseshoes and
elaborate iced scroll-work. Height 23
inches, diameter 13 inches, weight 17 lb.
tier cake with same elaborate flower
arrangement as Arete. Small characters in
icing around both tiers. Height 29 inches,
diameter 14 inches, weight 22 lb. Price
superb cake iced in delicate parchment.
Two tiers with flower arrangements. Height
28 inches, diameter 15 inches, weight 27
lb. Price £5.12s.0d.
tier cake with married couple holding
large flower arrangement on heads. Lightly
scrolled icing. Height 38 inches, diameter
17 inches, weight 38 lb. Price
masterpiece takes its name from the
goddess of beauty. Iced in hydrangea pink
but also available in white. Two tiers
with wedge-wood type motifs around both
tiers. Delicate filigree scroll-work.
Height 38 inches, diameter 18 inches,
weight 37 lb. Price £8.8s.0d.
Introduced in 1967
the 1/9d Swiss rolls. Coated in real milk
chocolate. Product & Process
Development Manager Rod McLean. Produced
at Cadby Hall and Wakefield bakeries.
Introduced in July 1967.
Introduced in 1969
types of unwrapped farmhouse bread was
introduced in January 1969.
Introduced in 1970
February Lyons Bakery and Nestle team up
in joint product promotion. Ten
top-selling Lyons Bakery cakes including
Souflette, Harvest Pies and Hostess
feature money-off coupons redeemable
against Nescafe Instant coffee.
Stores Bakery Acquired
International Stores bakery situated at
Bethnal Green, London was acquired by the
Lyons Group in February 1970. The bakery
produced fruit cake for sale in the 1081
International Stores across the country.
The production was moved from Bethnal
Green to existing Lyons bakeries.
Mail Ideal Home Exhibition
Bakery exhibited their leading products at
the Ideal Home Exhibition in March 1970.
Lyons' Date & Walnut Cottage Cake was
exhibited on the Iraqi Stand where the
product was sampled by visitors.
Irish cake manufacturers Gateaux Ltd was
acquired by Lyons Irish Holdings Ltd for
£300,000 in July 1970. The company
had 60% of the Irish cake market and the
factory was in Finglas, Dublin. The
business was built up by the Dacus family
and the MD at the time of the takeover was
Bakery re-launch some of the Kunzle range
in July 1970. The cakes were made at the
Hove factory where Battenberg was
produced. The cake was a small rectangular
sponge cake covered in icing of different
colours and flavours and decorated. Packed
six to a box and Cellophane wrapped with a
September 1970 plans to expand the
Eastleigh Depot to a full bread unit were
announced. Chessington and Crawley bread
units would also be expanded.
Cake Campaign Launched.
October 1970 plans were announced to
develop the Dutch packaged cake market.
Introduced in 1971
new Lyons Logo was introduced in 1971 for
the food companies. It resembled a slab of
cake. All new bakery packaging were
planned to be carrying the new logo by
TV Cake Campaign
April 1971 Lyons launched a £250,000
advertising campaign for Lyons cakes. The
campaign was led by Martin Bojam,
Marketing Manager (Vic Steel was Marketing
Director). A 45 RPM record was produced to
get the message across to retailers. The
30 second record also contained the
soundtrack of the TV commercials.
not available but said to be same as
previous chocolate and coffee varieties.
Launched April 1971 with 2p money off
offer and a kitchen container and either a
1/4 lb packet of Quick Brew tea or twenty
Quick Brew teabags for tokens from two
not available but said to be same as
chocolate and coffee varieties. Launched
April 1971 with similar offer to
Bakery and the Milk Marketing Board
launched a joint promotion in July 1971 to
boost Harvest Pies and fresh cream.
Introduced in 1972
prize in a Bakery competition to promote
Harvest Pies was a 9.5 acre orchard of
apple, pear and plum trees. As well as the
orchard the winner won a £4,000
motorised caravan complete with shower,
toilet, refrigerator, cooker and
television. To win the prize the entrant
had to find three deliberate mistakes in
drawings printed on the back of Harvest
Pie, Treacle Tart and Bakewell Tart
packets. Launched in August 1972.
Introduced in 1973
acquire the Dutch baking firm of Bussink.
Founded in 1593 it was the oldest
independent firm in Holland. Based in
Deventer it specialised in Rye Honey Cake.
& Gurden Ltd
& Gurden Ltd, the Oxford based
specialist cake-maker owned by Lyons,
changed its name to Fullers Cakes Ltd in
September 1973. The Fullers product line
included: Layer Cake, Majorca Slice,
Walnut Layer Cake and Russian Bar.
Introduced in 1974
Trent Ltd, the fifth largest packaged cake
group in the UK, is acquired by Lyons in
Introduced in 1975
March 1975 Lyons Bakery entered into an
agreement with Vrancaerts, a subsidiary of
the Belgium industrial group Borden
International, to market a range of Lyons
Bakery products to the Belgium market.
Bakery Communications Conference
the most difficult year in recent history,
Lyons Bakery organised a conference in
October 1975 for its sales force. Held at
the Belsfield Hotel, the theme was
communication. Marketing and sales plans
were laid out to the attendees.
Introduced in 1976
January 1976 Lyons Bakery introduced its
baking know-how to Japanese companies. In
February 1977 Lyons bakery products, made
by Yamazaki Baking Co Ltd, sold £2
million worth of English-style cake and
distribution was only in the Tokyo
the Autumn Lyons Bakery launched their
biggest marketing campaign costing
£750,000. There was a complete
repackaging of all products. A TV campaign
featuring Life with the Lyons, cash back
offers, Two new products, new Christmas
(wrongly) to be a new range available in
the Autumn. In three flavours; treacle,
raspberry jam and chocolate. Required 15
minutes heating in an oven to be ready for
Introduced in 1977
1975/6 Bakery turnover, which included
biscuits, was £78,000,000. In 1976/7
this has increased to £90,000,000.
the group turnover in 1976/7 was
a thorough investigation, Lyons Bakery
entered the frozen cake market in July
1977. The cakes were made at the Wakefield
Bakery and included; jam tarts, mince
pies, three different Battenberg's, four
types of Swiss rolls and two sponge layer
cakes. The launch was made through Bejam,
a company specialising in frozen food
products. After test marketing the cakes
in 10 centres, Bejam decided to distribute
to all 135 centres. The frozen cake market
was estimated at £20 million in 1977.
The Marketing Project Manager at Lyons for
the frozen cakes was Trevor Davies.
cake weighing approximately 100 lb was
supplied by Lyons Bakery on the occasion
of the Christening of Princess Anne and
Captain Mark Phillip's son Peter in the
Music Room of Buckingham Palace on 22
December 1977. The infants names were iced
in blue Gothic lettering on a white
background on alternate panels of the
cake, with blue beribboned cradle
decorated, on the day of the Christening,
with fresh flowers. Lyons were awarded a
Royal Warrant for supplying cake to the
Royal Household in the 1920s.
Introduced in 1978
tarts, which had been made for many years,
were introduced nationally in February
1978 after having been earlier test
marketed in the south. They were deep
tarts packed in fours and had a retail
price of 34p.
too were an old favourite. They were
re-launched in the middle of February 1978
and were packed six to a carton. The price
is not known but is thought to have been
July 1978 Lyons Bakery nationally launched
a comprehensive range of ready-baked
desert bases. Those already available from
test marketing area were Eight Trifle
Sponges, Sixteen Sponge Fingers and
Standard Size Flan Case. In July packs of
Three Sponge Layers, Eight Pastry Cases
and a Large Flan Case were added. A new
logo incorporation the standard Lyons
symbol with a decoration of fruit was
devised for these desert products being
marketed in bright blue packs featuring
full-colour recipe suggestions. All
products were introduced with an
introductory price which is unknown.
Breweries Ltd Acquired J. Lyons & Co
Breweries Ltd took over J. Lyons & co
Ltd, and its subsidiary companies, on 13
November 1978. Lyons Bakery Limited
continued to trade and run its factories.
In April 1995 Allied Domecq plc, as the
converged group had become, sold all the
baking interests to Manor Bakeries Ltd in
April 1995. The biscuit operation, Lyons
Biscuits Ltd (formally Symbol Biscuits
Ltd), had been sold to Hillsdown Holdings
in December 1994.