Timeline
Timeline
Every year we have pushed the shelf life further. Same doughnut, lasting longer.
Classic Mini Ring shelf life, by year
Days
2012
- Company formed
- SALSA accredited
- 10% recyclable packaging
2013
14 daysShelf life
- R&D extends shelf-lives to 14 days
- Classic Mini Rings launched
- 40% recyclable packaging
2016
22 daysShelf life
- Shelf life extended to 22 days (Classic Mini Rings)
- New recipe with 10% less sugar
- Investment in semi-automated equipment
2018
30 daysShelf life
- Shelf life extended to 30 days (Classic Mini Rings)
- New recipe with 10% less salt
- BRC / BRCGS accreditation
2020
- Queen’s Award for Enterprise (Innovation)
- Northern Enterprise Awards: Innovation Award in Food Manufacturing
- First exports to the Gulf States
- Launch of 100% recyclable packaging
2021
- Food Manufacture Excellence Awards: Bakery Manufacturing Company of the Year
- Food Manufacture Excellence Awards: Small Food Manufacturing Company of the Year
- Made in the North West Awards: Food & Drink Award
- Baking Industry Awards: Team of the Year
- Collaborative co-branding project with Bobby’s Foods is named Product Launch of the Year at the 2021 Retail Industry Awards (Grocery category)
2022
34 daysShelf life
- Shelf life extended to 34 days (Classic Mini Rings)
- Vegan product approved by Vegan Society
- Sedex membership
- Made in the North West Awards: Sustainable / Ethical Manufacturer of the Year
- The BIBAs, Green Business of the Year Award "Highly Commended"
2023
40 daysShelf life
- Shelf life extended to 40 days (Classic Mini Rings)
- Launch of Ring Bake doughnuts with 5-month shelf lives
- Expansion of Gulf States markets
- Food Manufacture Excellence Awards: Export Award
- National Bakery Awards: Best Bakery in Lancashire
- Business Champion Awards: Diversity & Inclusion Award
- International Trade Club: Outstanding Exporter Achievement Award
2024
45 daysShelf life
- Shelf life extended to 45 days (Classic Mini Rings)
- Major investments in increasing production capacity
- Further expansion of export markets
- Make UK Awards: Innovation Award (runner up)
- Renewal of ‘AA’ quality rating by BRC Global Standards
- Founder, Shiraz Master is awarded an MBE for “services to the promotion of food and drink, to business and to philanthropy.”
2025
- Launch of Protein Doughnuts, with 9-month shelf-lives
- Attendance at international trade shows and further expansion of export markets
- Finalist in numerous awards: Baking Industry Awards, BIBAs, Made in the North West Awards and Northern International Trade Awards
- Runner up in two categories of the Make UK Manufacturing Awards
2026
- Launch of Glazed Mini Rings (Cocoa Glaze and Strawberry Glaze) in 8-pack cartons
- Appearance at numerous international food expos
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