Lucy, Charlotte, Chiara and Ann at Waterhouse Fayre
At Flapjackery we’ve always been passionate about crafting the perfect flapjack. But sometimes, the best flavours come from working with others who share our values of quality and creativity. That's how our partnership with Waterhouse Fayre began, adding a new layer of deliciousness to our award-winning flapjacks.
It all started with a chat and, of course, a taste test.
We were on the lookout for a preserve that would intensify the flavour of our Lemon Drizzle flapjack. It needed to be bold, packed with fruit, and full of proper taste. That's where Ann and Neil Stallard from Waterhouse Fayre came in.
Waterhouse Fayre is a small team of people who truly care about the ingredients they use. Founded over twenty years ago, the business began in Ann’s kitchen. Self-taught and determined to make something truly special, Ann started experimenting with fruit, sugar, and traditional methods with just a wooden spoon, a pan, and plenty of patience.
Today, she's still at it, alongside her niece Lucy and team members Charlotte and Chiara, who work together in a kitchen that runs like clockwork but with plenty of laughs and the occasional Halloween costume thrown in!
Waterhouse Fayre is proudly rooted in Devon. Their farm, just outside Wellington, grows many of the soft fruits they use, like gooseberries, blackcurrants, and rhubarb. Neil, who grew up on a farm, oversees the land with a deep love for what they do.
The team also works closely with other growers, selecting fruit varieties that bring out the strongest, most natural flavours. And when fruit isn’t in season, they freeze their own or source the best frozen fruit they can find, often locally, or from trusted growers across Europe, like Poland, where the Senga Sengana strawberry (used in their strawberry jam) is renowned for its unrivalled sweetness and aroma.
Everything is made in small batches. They combine fruit, sugar, and pectin, and the whole team shares the responsibility of boiling, potting, labelling, and boxing up each jar. There are no shortcuts. No artificial flavourings. Just careful timing, good judgement, and proper ingredients. It’s the only way Ann does it.
Back at Flapjackery, our bakery in Tavistock is buzzing with energy and innovation. We’ve built a reputation for making flapjacks that are indulgent, luxurious, and a bit unexpected. From Millionaire’s Flapjack to Salted Caramel Brownie, and of course those which use fruit like our Peanut Butter and Raspberry Jam and Apple and Blackcurrant, we’ve never been afraid to push the boundaries of what a flapjack can be. But behind all the creativity is a solid commitment to using the best ingredients and baking everything by hand.
Sean Cleave, our Production Manager, is the heart of everything we do. He’s the one making sure every tray of flapjack that leaves our kitchen is just as good as the last.
Carol Myott, our co-founder, knew Ann from exhibiting at shows and events and in early 2024 sat down with her to develop some recipes that would have an intense flavour, were not too sweet and would not get lost when added to flapjack.
In June 2024, we introduced our new improved Lemon Drizzle Flapjack replacing our old lemon curd recipe with a pure lemon compote made of pulverised whole lemons and sugar (and no added citric acid) to give a deep lemon flavour that complemented the flapjack.
Other recipes quickly followed: Strawberry with a hint of Lime to intensify the strawberry flavour, Seville Orange using whole pulverised oranges to go into our Seville Orange Brownie, Lime and a touch of mint used in our new vegan lime and coconut flapjack and a much improved apple and blackcurrant compote for our best selling Apple & Blackcurrant flapjack.
With Waterhouse Fayre, we know we are getting the best with each batch perfected for its consistency, flavour, and finish.
What makes this partnership so special is the collaboration that exists between our two businesses. It’s hands-on, flexible, and built on trust. When we come up with a new flavour idea, Ann and the team experiment and send over samples. We then bake, test, tweak, and taste – maybe a bit thicker, a bit sharper, or a little more punch – and Waterhouse Fayre adjusts accordingly.
Both teams are committed to quality over speed. We’re not churning out mass-produced products with long ingredient lists - we’re making small batches with care, attention, and a genuine love for what we do.
There’s always something new coming out of the oven at Flapjackery, and with Waterhouse Fayre now firmly part of the story, the possibilities are endless. As long as the fruit is good and the flavour’s right.
So, what’s the team’s favourite?
