People sometimes ask us how a small bakery in Shrewsbury ended up making American-style cookies. The honest answer? It wasn't exactly planned.
It Started with Cake
Brenda — mum, has been baking professionally for years. She ran a small business called The Icing Tip, selling cake decorating supplies and bits and bobs to other bakers. Cake making has always been her thing. It's what she knows, it's what she's good at, and it's what she built her first business around.
Then Covid happened, and like a lot of small businesses, things changed.
Then Came Dipp'd
Dipp'd was founded to take advantage of the sweet treat trends hitting the UK and the USA year after year, and what better to compliment donuts than cookies?
Turns out, frosting a massive American cookie isn't that different from decorating a cake. She was made for it.
The daughter to the rescue
That's me — Sam. Before Dipp'd, I worked in the waste management industry, then the donut industry and when mum founded Dipp'd I was a stay at home mum.
When Mum took on Dipp'd, I jumped in to help employed as her bakery manager. It just made sense. She had the baking and decorating background, I had the production and food industry experience, and between us we had enough stubbornness to make it work.
I've also got two kids — aged 9 and 6 — who are very happy to be our chief taste testers. They have strong opinions about frosting quantities.
Why "Women-Led" Matters to Us
We don't shout about being women-led because it's trendy. We mention it because it's true, and because we're proud of it. This is a mum running a bakery and daughter stepping into to help, working together, making every cookie by hand, packing every box ourselves, and building something from scratch.
There's no investor. No big team. Just us, a few part time team members (big up Leila, Katie, Katherine and Tom) our kitchen in Shrewsbury, and a lot of buttercream.
What We Make
Every Dipp'd cookie starts with our own sugar cookie recipe thick, soft, and crumbly. We hand-decorate each one with frosting, toppings, drizzles, and whatever else the flavour calls for. We rotate over 80 flavours, change the menu regularly, and bake everything fresh to order.
We post our cookies anywhere in the UK via tracked DHL delivery. Our trio boxes fit through the letterbox.
It's a proper small business doing things properly. No shortcuts, no factory line — just two women and a lot of cookies.
Come Say Hello
If you're ever in Shrewsbury, pop in and say hi at Cafe in the Park, Shrewsbury. Otherwise, you can find us on Instagram, or on TikTok where we post behind-the-scenes videos of what goes on in the bakery.
And if you haven't tried our cookies yet have a look at the cookie menu. We think you'll like what you see.
