Sussex Cupcakes Win Virgin Atlantic Contract

By: Maxine Sheppard

June 12, 2012


A family run Sussex-based cupcake company are flying high after securing a lucrative contract to provide cupcakes for Virgin Atlantic’s on-board meal service.

We have signed a supplier contract with Indulgence Cupcake Company – a mother, father and son outfit started just three years ago – which will allow them to increase their turnover by 250 per cent.


The cupcake bakery supplies the highest quality British cupcakes to the retail, consumer and corporate markets. They currently employ just one full-time member of staff, but as a result of their work with Virgin Atlantic they’ve now recruited two more full-time employees and will shortly be employing another two part-time. All their cupcakes are hand baked in Sussex using the finest ingredients and free range eggs.


Indulgence Cupcake Company sign lucrative contract with Virgin Atlantic

Indulgence Cupcake Company sign lucrative contract with Virgin Atlantic


From June, passengers flying on Virgin Atlantic will enjoy the cupcakes as part of the airline’s economy and premium economy afternoon tea service on 15 flights departing from London Heathrow, London Gatwick, Manchester and Glasgow.

The new contract is the result of another successful partnership forged by our Brand Alliances and Inflight Services teams, who have been developing the idea with Indulgence Cupcake Company since last September. Managing director Jeremy Jacobs said: “We’re so excited to be chosen by Virgin Atlantic as a supplier for their on-board meal service. Being a small family run business it’s a big win for us and is made even better by having the honour of supplying one of the UK’s most respected brands and a well-loved airline.


Jeremy Jacobs

Jeremy Jacobs


“We’re committed to supplying the best Britain has to offer. Our cupcakes are 100% British produced using my late Grandmother’s recipe; she would be so proud of us. Our cupcakes are hand baked just a few miles down the road which is great for keeping those food miles down.”

And our own Steve Griffiths, Virgin Atlantic Chief Operating Officer, added: “Indulgence Cupcake Company is a fantastic little business. Its ascent from start-up family outfit to a company which supplies a number of global brands embodies the Virgin spirit, and we’re delighted to be working with a local company.

“We are passionate about supplying our passengers with the very best product and service on our flights, and we are confident that they will absolutely love having these cupcakes as part of our new afternoon tea service.”

Indulgence Cupcake Company will be moving premises to a larger facility to cope with the demand and may look to expand staffing levels still further.


A Virgin Atlantic Indulgence Cupcake

A Virgin Atlantic Indulgence Cupcake


High volume production is nothing new to the company as they currently handle regular orders from other brands such as Johnson & Johnson, Sky, American Express, Europcar and sister company Virgin Holidays. The contract with Virgin Atlantic also fits in line with their business plan to expand and offer their cupcakes through retail outlets and expand their product range beyond just cupcakes.

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Maxine Sheppard

Maxine is the co-editor of the Virgin Atlantic blog. Travel and music are her joint first loves, and despite having written for Virgin for more years than she cares to remember she still loves nothing more than jumping on a plane in search of new sights and new sounds.