Delicious Desserts from Newark pop up at festival ahead of national supermarket product launch
A Newark based baking company was cooking up a storm in July, handing out free cakes for the 10th anniversary of Wildfire rock festival in Scotland.
The Delicious Dessert Company's travelling van completed the 240-mile overnight drive from Newark, giving festival goers used to beer and burgers the surprise of cream cakes.
The pop up took place ahead of the UK launch of their new Long Johns dessert across 433 Tesco stores nationwide, with those at the festival amongst the first people to taste the newest product.
A Long John is US-style bar-shaped pastry, like a doughnut but given a modern twist with flavours such as the Millionaire’s Long John and the Sticky Toffee Long John.
Claire Smith, Head of Insight at The Delicious Dessert Company added: "When we heard Wildfire was hitting the big 10... we thought we'd send a van and give every festival goer a private moment of indulgence they could enjoy in their own space.
"Our business is about thinking outside-the-box and doing things with a modern twist. Cream cakes at a rock festival is something different but the smiles on faces said it all. We were delighted to be part of the weekend and at such a beautiful Scottish village."
Dave Ritchie, Managing Director of Wildfire Festival — billed as the highest altitude music festival in the UK — said: "We have always had a proud tradition of doing things differently at Wildfire and we are often the first to break new rock bands. This year we had the surprise visit from the Delicious Dessert Company.
"Festival-goers couldn’t believe their eyes when the van doors opened and hundreds of fresh cream cakes were given out. They tasted great and were a little something extra to make everyone's day a little bit more special."
Based in Newark, The Delicious Dessert Company is a part of the Bakkavor Group, with the aim of putting a twist into traditional favourites. Their first three eclair products; Triple chocolate, Sticky Toffee and Strawberries and Cream, are currently all available in Sainsbury's and Tesco stores.
The Long Johns will be available in stores nationwide later this year as the company hopes to keeping developing new and exciting products.
