Our Mission

NEVER SETTLE

We didn’t start Axelsbaked to just sell cookies — we started it to challenge the entire system. Too many companies play it safe: same formulas, same fake “choices,” same underwhelming service. We saw it in the cookie market, and we see it everywhere.

We believe the UK deserves more — more variety, more quality, more brands that actually give a damn.

So we built Axelsbaked on a simple promise: real products, real care, no shortcuts. We offer more flavours, better service, and faster delivery than most brands dared to — not because it was easy, but because it was right.

And we’re not stopping with cookies.

We’re here to break boundaries across multiple industries — food, lifestyle, culture — wherever we see stale ideas, overpriced mediocrity, or customers being ignored. If we can prove that a small, independent brand can raise the standard and force the big players to change? That’s a win — for everyone.

Axelsbaked is the start. But the mission? That’s much bigger.

More flavour. More fight. Zero compromise. Everywhere.

About Us

When we launched Axelsbaked in early 2024, the cookie market was stuck.

You’d go to order 4 cookies — and only be allowed to pick 1 flavour. A box of 12? Maybe 5 or 6 boring options to rotate through. Real choice didn’t exist. And forget about good delivery — most brands relied on the cheapest couriers, letting your treats arrive late, stale, or broken.

So we did it differently.

We launched with 20+ flavours, each handcrafted and perfected with a 48-hour fermentation process for that NYC-style gooeyness. We let you mix and match however you wanted — 4 unique flavours in a 4-box, 12 unique flavours in a 12-box. No limits. No compromises.

Then we partnered with Royal Mail 24hr Tracked — a premium delivery service from day one — because freshness and reliability matter.

And people noticed.

Over 11,000 orders later, we’ve helped spark a shift — brands are now offering more variety, improving service, and paying attention.

That’s not just business.

That’s impact.

But we’re not just here to bake better cookies — we’re here to challenge the way things are done, full stop. From food to fashion to lifestyle to tech, we see lazy systems everywhere. And we’re building the kind of brand that’s bold enough to enter new spaces and flip the table.

We’re a small, family-run bakery on the borders of Kent, London, and Essex — but our mindset?

Global. Disruptive. Unapologetic.

So when you support Axelsbaked, you’re not just buying a cookie.

You’re backing a brand that’s here to shake things up — in every space we step into.

We’re not waiting for the future. We’re building it.