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safaris’, where we travel and attend conferences and sample foods. Some of the best ideas can actually come from adjacent categories, such as beverages, ice cream or confectionary – there may be a flavor that we can translate into cake. It’ s all about pushing the boundaries and trying things that haven’ t been done before.
“ Alongside that, we use real-time customer insight tools, such as Vyper, which allow us to test ideas quickly and gain rapid feedback on new concepts before we scale them,” he explains.“ While we have invested in automation and technology to enhance our quality assurance, such as on the packaging lines, weight checking data machines, and audits for customers, we are still a very humanled business. We invest in technology that doesn’ t move us away from our core DNA and being able to be craft at scale.”
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Aligning with this dedication, Bells continues to invest strategically in new facets of innovation.
“ Around six months ago, we invested significantly in the expansion of our conventional bakery, which enabled us to have functional space where we can enhance automation and have greater capacity to fulfill our customers’ needs,” Rob elaborates.“ Alongside that, we’ ve also invested in a further eight acres of land next to the bakeries, for which we have planning and we are beginning to plan investment around futureproofing the business for another 80 years to come.”
Connecting with consumers
With its anniversary celebrations on the horizon, Bells is excited for the rest of the year, honoring the entrepreneurial spirit of its past, recognizing the success of its present, and looking forward to
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