About Us



In our kitchen there are three main ingredients.

Flour, eggs and love.

Welcome to Heidi.

Our Story

Eighteen years ago when Heidi Daniel spent some time studying in France, she fell in love with the way the French approached the craft of patisserie and baking.

Returning to the UK, she convinced her father to let her open a small bakery in the family department store in Windsor.

The concept was simple.

Stop relying on bought-in croissants, cakes and savouries and start making the stuff yourself.

After all, a croissant that's proven and baked the same day tastes the world away from one that's been sat in a van for days on end.

This concept isn't new. But it works well.

And combine it with the love and care we dedicate to each of our hand-made products each day and we hope you'll find something a little different in each of our stores.

Yep: it's baking with love. Or, as we prefer to say, it's Lovebaking.

Our Kitchens

Mathis heads up our team of Lovebakers.

He's assisted by Brice, Artur and Illir on the pastry side. Renato looks after salads and our corporate menu.

These guys know baking and cake making, creating over 4,000 individual items from scratch each week using only a mechanised mixer and pastry break to assist.

They also develop new products, recipes and some gorgeous cakes.

You can see them in action in our Windsor and Farnham stores, where their kitchens are open.

Catch them at the right time and you'll get those gorgeous croissants coming straight out of the prover and oven.