Exhibiting at HRC London 2025 (Hotel, Restaurant, Catering)

New Forest Shortbread, headquartered in Ringwood, United Kingdom, is an award-winning artisan bakery dedicated to crafting premium all-butter shortbread inspired by the natural beauty and heritage of the New Forest National Park. Founded by Tracy Thew, the company has quickly become a cherished name in the UK’s gourmet biscuit market, celebrated for its commitment to handmade quality, local sourcing, and sustainable production.

Core Business and Product Portfolio

New Forest Shortbread specialises in producing handcrafted shortbread biscuits using a traditional family recipe and local ingredients. The company serves both retail and wholesale markets, offering a wide selection of flavours, gift options, and subscription models.

Key product categories include:

• Original All Butter Shortbread

  • Available in boxes of 4 or 8
  • Mini snack packs for retail and on-the-go markets

• Flavoured Shortbread Range

  • Chocolate
  • Coffee
  • Earl Grey Tea
  • Lavender
  • Lemon
  • Raspberry
  • Rosemary

• Gift Collections

  • Great British Food Awards Duo
  • Seasonal and customizable gift bags

• Subscriptions

  • Monthly shortbread subscription boxes featuring exclusive and rotating flavours

• Merchandise

  • New Forest-themed mugs
  • Gift cards and custom wrapping

Every shortbread piece is hand-cut and baked in small batches, maintaining a homemade texture and authentic buttery flavour profile.

Specialisation and USP

New Forest Shortbread’s unique value proposition is its fusion of traditional British baking with locally inspired innovation. The company’s shortbreads are infused with herbs and botanicals commonly found in the New Forest region, creating a strong sense of place and provenance.

Key USPs include:

• All-natural, preservative-free ingredients
• Locally sourced butter and flour
• Sustainable, low-carbon footprint production
• Eco-friendly packaging materials
• Distinctive New Forest branding tied to heritage and geography

This artisan approach has positioned the brand as a top-tier choice in the UK’s gourmet gifting and food tourism market.

Market Reach and Performance

Despite operating as a small-batch bakery, New Forest Shortbread has achieved significant market traction:

• Distributed through farm shops, delis, garden centres, and boutique retailers across southern England
• Featured in Great British Food Awards
• Online sales via official website and select marketplaces
• Strategic presence in tourism-led retail outlets and local hospitality venues

In 2023, the company reported:

• Over 20,000 units sold online
• Wholesale accounts increased by 35% YoY
• Subscriptions and gift orders represented 40% of total e-commerce revenue

The brand continues to scale with a focus on quality over volume, reinforcing its boutique positioning.

Target Market

New Forest Shortbread appeals to:

• Discerning biscuit lovers
• Gift shoppers seeking locally made products
• Food tourism customers and heritage seekers
• Corporate clients for premium gifting
• Subscription snack consumers

Its strong appeal among female customers aged 30–65 and ethical shoppers is bolstered by eco-conscious practices and artisan branding.

Capabilities and Operations

The bakery operates from a purpose-built kitchen in Ringwood, Hampshire, with the following capabilities:

• Hand-cut, batch-baked production model
• Flexible order capacity for seasonal and promotional runs
• Wholesale-ready packaging and labelling
• Customised branding for corporate gifting
• Active fulfilment for nationwide shipping and subscriptions

The company remains committed to supporting local suppliers and investing in traditional methods to maintain high sensory quality.

Certifications and Compliance

New Forest Shortbread complies with all relevant UK food safety regulations:

• Local Council Food Hygiene Certified
• Allergen labelling compliant with FSA (Food Standards Agency)
• Vegetarian-friendly ingredients
• Use of recyclable and biodegradable packaging materials

The company also supports sustainable sourcing of key ingredients and aims to become a B Corp-certified brand in future.

Customer Testimonials and Recognition

New Forest Shortbread has received praise across retail reviews and media features:

“The texture is melt-in-the-mouth, and the flavour is pure nostalgia. It’s real shortbread the way it should be.”
— Customer Review, Farm Shop Retailer

“We’ve stocked their full flavour range for over two years, and they always sell out. Repeat customers ask for them by name.”
— Retail Partner, Hampshire

“A wonderful brand that brings local New Forest flavours to life. Their lavender shortbread is particularly exceptional.”
— Great British Food Awards Judge

Major Achievements

• Winner and nominee in the Great British Food Awards
• Supplied to over 150 independent retail outlets in the South of England
• Launched a monthly subscription box model in 2022 with growing national customer base
• Featured in regional press and food tourism directories
• Developed proprietary recipes including Earl Grey and Rosemary shortbread that reflect the local flora

Strategic Vision

New Forest Shortbread plans to continue its growth through:

• Expansion into national retail chains and food halls
• Partnerships with tourism and heritage organisations
• Seasonal gift collections and limited-edition flavours
• Sustainability certification and packaging innovations
• Participation in food festivals and artisanal expos

Blending tradition with locality, New Forest Shortbread offers more than a biscuit — it delivers a heartfelt taste of the English countryside with every bite.