The West Sussex bakery business that's been a whirlwind success – and is stocked in a famous UK store

Caroline Daines, who grew up in Sweden but moved to the UK in 1998, set up RÅG Nordic Bakery from her Barnham home just three years ago.

Since then, it has been a whirlwind journey which has seen Caroline move into a production unit in Littlehampton just last month, win Great Taste awards and get stocked in one of the country’s most prestigious stores – Fortnum and Mason in London.

Caroline said: “This whole Scandinavian vibe is around sustenance and longevity, being more mindful about what you’re eating and putting in your body. It’s a very clean way of living and I think that shines through in the food from Scandinavia. It makes me feel rooted to home and I hope that’s evident in what we produce.”

Caroline makes traditional Nordic dark rye bread and Scandic seeded crackers. She said both are authentic to the foods she grew up eating, and even chose the name RÅG for her business because it means rye in Swedish.

The plan was simply for Caroline to make the bread and crackers at home for herself and friends and family. She already runs the floristry business Nordic Twigs – providing flowers for weddings and events – and thought it would just be nice to create something like she grew up eating for herself.

But after going to a dinner party and sharing the crackers with friends, someone suggested she should sell them which sparked an idea. She realised she found the slower months of the year in her floristry business frustrating and decided to give the bakery a shot.

Friends in the food industry taste-tested the products, gave her the seal of approval, and helped her get stocked in Arundel food market. She is now stocked in stores across the UK, and her products are on sale at food markets across Sussex.

She has also achieved two and three-star Great Taste awards and through a lot of hard work has seen the business flourish.

Caroline said: “It was really unexpected. I’m very much a home cook, but I put all the skills I learned at home into this. They are not difficult recipes, anyone could make them, but the challenge is to upscale and put it all together. I have experience in events, I’m good under pressure and I’m a grafter and I think that’s why it’s worked.

"The farmers markets are amazing vehicles for smaller businesses trying to break through. They are hugely passionate people, and they all are working towards shopping locally, supporting local businesses and being mindful of what you buy. People love the stories of the businesses and people get into that and buy into the products.”

Caroline applied to the ‘Fortnum and Makers’ call for food producers this year, and was shortlisted as one of 56 finalists. She did a presentation at the store in Piccadilly, London, and was chosen as one of 15 winners. Both her products will now be stocked in the food hall, and Caroline will be invited to do live events and tastings.

She added: “It was a big process for me to understand, but I’m super excited. It’s a pinch me moment, especially so soon after opening the business.”

Caroline said she was grateful for a grant from Arun District Council to help small businesses scale up, which allowed her to buy a new, larger oven.

She has also taken on Oliver Giordano to help her scale the business. Oliver is neurodivergent and Caroline said she is happy to be supporting him into work. Oliver said he is delighted to be working with Caroline and is thoroughly enjoying the job and learning new skills.

Her next focus is working towards zero per cent waste. She already uses leftover bread to make rye crackers, and is going to start experimenting with a salad topper using the cracker waste.

She is also changing her packaging to ensure it is biodegradable.

She said: “I don’t think I could have done this if I hadn’t had the other business. You have to be really brave and just go for it without overthinking it. I’d 100 per cent encourage others to go for ideas they have. It is very tough now, with huge business rates and costs, but it can only get better.

"I have really enjoyed creating my own branding and website. I love meeting the customers and being in my own headspace here. I think just start playing with your ideas and see where it goes.”

For more information, or to place an order, see https://www.rag-nordicbakery.co.uk/