UK’s first Jamaican patty TV ad to air nationwide

THE UK’s first-ever Jamaican patty TV ad is set to air nationwide this summer, as part of a major initiative designed to boost visibility for Black-owned businesses.

London-based Flake Bake, an independent family-owned bakery known for its handmade Jamaican patties, is one of four companies selected to feature in Channel 4 and Lloyds Bank’s Black in Business initiative, which offers £150,000 worth of free primetime advertising and six months of executive mentoring.

The ad campaign marks a significant milestone for Flake Bake and the wider British Caribbean community.

Set to run from 18 August to 12 October, it coincides with Notting Hill Carnival season, during which Flake Bake reportedly sells over 150,000 patties.

“Minority businesses don’t often get amplified in a way they probably should, even if they’re successful,” said Flake Bake co-founder Mike Williams.

“The Black in Business initiative isn’t just recognising businesses because they’re minority-owned, it’s because these businesses deserve to be seen by a wider audience.”

Flake Bake was founded by Mike and his father Paul Williams, who trace the roots of the business back to Mike’s late uncle, Trevor Delroy Miller — a member of the Windrush Generation who migrated to the UK in the 1960s and started his own bakery in the 1980s.

Trevor’s bakery, Sunsplash, was one of the first Caribbean bakeries to supply Sainsbury’s with hardo bread.

Mike explained: “The Flake Bake story genuinely starts with him. Uncle Trevor was determined to be his own boss and make something for himself and his community.

“He brought many of our family into the business, including my dad, who had been hustling and baking on the roadside in Jamaica before coming to the UK.”

Although Sunsplash eventually closed, the family retained the premises. In 2011, Mike and Paul relaunched with a new focus on Jamaican patties, recognising the rising demand for Caribbean cuisine.

Their hard work paid off when they appeared on Channel 4’s Aldi’s Next Big Thing, where they beat hundreds of other hopefuls to win a contract with the supermarket.

Now, Flake Bake’s latest opportunity represents not just a win for the family, but a cultural breakthrough.

The 30-second advert, airing across Channel 4’s network, places their product — available in seven Caribbean-infused flavours — in a primetime TV advertising slot for the first time.

They are joined in the campaign by three other standout Black-owned businesses:

• Flora & Curl (West Midlands), offering natural plant-based haircare for textured hair (airing 1–31 July)
• Alonuko (London), a luxury bridal and eveningwear fashion brand (airing 1 August–21 September)
• Nylah’s Naturals (West Midlands), a science-led haircare company promoting natural textures (airing 1–31 July)

The TV ads were created by the Black-owned production company Quiet Storm and feature the founders themselves, each delivering an “elevator pitch” from within a stylised, retro wood-panelled lift — a creative nod to the concept of quick-fire business pitches.

Channel 4’s Commercial Development Lead, Christopher Remie, said: “Being able to provide the transformational power of TV advertising for our four extremely promising Black entrepreneurs has been a truly fulfilling process.

“I’m also incredibly proud that we were able to build on the success of Black in Business 2023 and provide additional funding for our 2024 winners.”

The initiative was created in response to research showing that Black entrepreneurs face systemic barriers to growth.

According to Channel 4 and Lloyds, 56% of Black business owners only receive funding after demonstrating success — compared to 35% of their white counterparts.

Additionally, 84% reported experiencing negative discrimination while building their businesses.

“This is why we set up our Black entrepreneurs programme and joined forces with Channel 4,” said Elyn Corfield, CEO of Business and Commercial Banking at Lloyds.

“All businesses should have the same opportunities to succeed – but they don’t. Last year’s winners have gone from strength to strength; this year’s businesses are outstanding and I can’t wait to see what they achieve.”

The campaign is part of Lloyds’ wider Black Business Hub initiative, which offers long-term support, resources, and guidance to Black entrepreneurs navigating the challenges of scaling their ventures.

Trevor Robinson OBE, founder of Quiet Storm, emphasised the broader purpose of the campaign: “Helping Black-owned businesses get on TV is more than just making ads — it’s about opening doors.

“We’re proud to have made this campaign together, and prouder still to see these amazing entrepreneurs get the visibility they deserve.”

For Flake Bake, the moment is personal. “We’ve always been about family, heritage and authenticity,” Mike Williams said. “Seeing patties on TV in a primetime slot — it’s not just about our business, it’s about representation and showing that Caribbean food belongs at the top table.”