THE AXELSBAKED STORY · DARTFORD, KENT
WE DIDN'T START WITH A SHOP. WE STARTED WITH A KITCHEN.
A family bakery, built from home, named after our son Axel — and shaped one cookie, one order and one late night at a time.
THE BEGINNING · 2022 / 2023
FAMILY FIRST. COOKIES SECOND.
Axelsbaked started at home in Dartford. Jay and Leanne wanted to build something that could work around family life instead of the other way around.
The name came from the person at the centre of that decision: our son, Axel. What started in a family kitchen became something much bigger than we expected.
THEN SOMETHING CHANGED
THE INTERNET FOUND US.
STARTED LOCAL
BEFORE THE BOXES WENT NATIONWIDE.
The first chapter was close to home: local customers, local shops around Dartford and a small bakery finding out what people actually wanted from a cookie.
THE NEXT CHAPTER
TIKTOK OPENED THE DOOR.
We started selling through TikTok Shop in 2024. Suddenly the bakery that began at home was sending orders all over the UK, with thousands of boxes leaving Dartford.
STILL HERE · STILL US
BIGGER REACH. SAME KITCHEN MENTALITY.
Today there are 30+ flavours to choose from, markets and pop-ups alongside online orders, and new bakes constantly being tested. The point has stayed the same: make something we would actually want to buy ourselves.
WHAT HASN'T CHANGED
IT STILL HAS OUR HANDS ALL OVER IT.
We are not trying to look like a giant factory brand. The dough gets time. The cookies are baked fresh. Orders are packed by us in Dartford. And if a flavour stops being exciting, we would rather make the next one than play it safe forever.
THE NEXT BIT IS YOURS
