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It started with a single store in Windsor. Two decades on, owners Edward and Rory have grown Heidi into an eight-branch bakery group, baking daily from a 9,000 sq ft central kitchen under the railway arches in Windsor.
We’ve currently got shops across Windsor, Chelsea, Richmond, Farnham, Haslemere and Alresford – and there’s more to come.
Bigger kitchen. More shops. And the same obsession with getting every bake right.
The kitchen’s bigger. The methods, mostly, aren’t.
A mixer, a pastry brake, traditional ingredients and a lot of time – that’s how every one of the hundreds of items we send out each day gets made. Four times a week those products travel from Windsor to our shops across London, Berkshire, Surrey and Hampshire, where they’re proved and baked off each morning. So by the time a croissant reaches the counter, it came out of the oven minutes earlier. In pastry, that’s the difference between good and brilliant.
And we try to have a bit of fun with it. Whether it’s inventing the (world-famous) Megharrycinno or baking jam roly-polys with Harry Redknapp, we’re always on the lookout for something interesting to do with our craft.
The Great Taste Awards are among the most trusted food awards in the UK, with thousands of entries judged blind by a panel of industry experts. Products are awarded stars based on their taste, craftsmanship, and overall excellence:
3 Star: Exquisite – Extraordinary food, awarded to less than 2% of entries
2 Star: Outstanding – Above and beyond delicious, around 10% of entries
1 Star: Simply Delicious – Fantastic flavour, awarded to around 28% of entries
We are incredibly proud to have received multiple Great Taste Awards from 2024-2025, a prestigious recognition from the Guild of Fine Food.
3 stars for our Chocolate Hazelnut Cruffin, 2025
2 Stars for our Chocolate Mirror Glaze, 2025
1 Star for our Butter Croissant and Salted Caramel Brownie, 2025
1 Star for our Chocolate Mirror Celebration Cake, 2024
It starts with great ingredients. Local where we can; imported for when we need authenticity. In our pastry items, it’s that AOP Charentes-Poitou butter brought in from France that gives that distinct nutty taste.
Bakemobile 01 then takes the shaped pastries to each of our branches, where they wait ready for their turn to be baked off in the morning. If you see our little blue van, give it a wave!
Every night before the branch closes the pastries for the next day go into a special retarder prover. This keeps them nice and cool until about 5am where the temperature slowly rises. They’ve usually risen by 7am where they get baked off and finished by each of our teams. Magic!