Just like oats, butter, sugar and golden syrup combine to make perfect flapjacks, a Norfolk couple has found the winning formula for the success of their business.
Fancy Jacks was started in October 2020 by couple Laura and Martin Linsdell, who live in Lingwood, and it offers flavoured flapjacks.
Mr Linsdell, 45, is an experienced pastry chef, which has included working for Delia Smith at Norwich City Football Club for more than a decade.
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It was there that he met events manager Laura, 40, and with their combined skillset it was their aim for a long time to start a business.
Mr Linsdell later moved on to the Blakeney Hotel, but during the pandemic was furloughed so the couple decided to take the plunge.
He now runs the business full-time from the kitchen at their house, with Mrs Linsdell doing the marketing and logistics alongside another job.
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All the flapjacks use gluten-free ingredients, with vegan options too, and the flavours include raspberry and white chocolate, carrot cake and Eton Mess.
Mrs Linsdell said: "We are passionate about making our treats as inclusive to as many people as possible and my family also has a history of coeliac disease.
"I think we have found a niche as when we launched there were numerous cake companies, but flapjacks are a bit different.
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"Everything is handmade and a lot of love and attention is put into them."
Fancy Jacks is now stocked across Norfolk, in locations such as Banham Zoo and Fairhaven Woodland and Water Garden, and even two cafés in Wales who were specifically looking for gluten-free treats.
It delivers UK-wide through the Fancy Jacks website, with local delivery and event pop-ups too.
Mrs Linsdell added: "I would love to continue to grow our stockists and move into a commercial kitchen so we can create a larger volume and more products."
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