Norfolk has long been a hub for innovative and passionate entrepreneurs, and thanks to the investment and mentorship of Jarrolds, three unique local businesses are scaling new heights. From handcrafted artisan soaps to gourmet frozen dining and custom tabletop gaming accessories, these businesses are making a mark beyond the county.
The Norwich Soap Company: A Lockdown Passion Turned Nationwide Success
Leigh-Anne and Gerhard Horn founded The Norwich Soap Company in 2021 with a mission to create high-quality, all-natural artisan soaps. What began as a lockdown hobby quickly transformed into a thriving business. Today, their best-selling soap, No 7 Rose Geranium, Lemon, and Bergamot, is one of 23 unique creations crafted with locally sourced ingredients such as Norwich Porridge Oats and Yare Valley rapeseed oil.
The couple moved to Norwich from South Africa, intending to travel, but pandemic restrictions redirected their journey toward entrepreneurship. Selling at craft fairs and farmers’ markets, they quickly built a loyal customer base. However, realizing the future lay in wholesale, they applied for the Jarrolds Growth Fund in 2024 to expand their operations.
With Jarrolds’ backing, The Norwich Soap Company secured a partnership with the National Trust, with their products now stocked at Blickling Hall and Sutton Hoo gift shops. Additionally, the funding provided them with a small production unit, enabling them to triple their production while maintaining their handcrafted essence.
Gerhard, the master soap maker, reflects, “The support from Jarrolds has given us the confidence to scale our business while staying true to our values. We are proud to supply both local and national customers and aim to bring our nourishing soaps to more people across the UK.”
Farmyard Frozen: Bringing Fine Dining to Freezers Nationwide
Farmyard Frozen, launched by Andrew Jones and Hannah Springham, revolutionized gourmet frozen dining in Norfolk during the lockdown. Offering Michelin-level cuisine that can be prepared effortlessly at home, the brand has gained widespread popularity.
With signature dishes such as Salmon Wellington, Lobster Thermidor Mac & Cheese, and the decadent Farmyard Gold Bar dessert, Farmyard Frozen quickly captured the attention of food lovers. In September 2024, the brand launched a crowdfunding campaign to accelerate its national expansion.
Recognizing their potential, Jarrolds became the first investor to support the brand’s growth. Tim Burdett, strategic operations director at Jarrolds, shared, “Andrew and Hannah’s vision for high-quality, fine-dining frozen meals aligns with our commitment to exceptional customer experiences. We believe Farmyard Frozen has the potential to become a household name.”
Hannah, Farmyard’s managing director, expressed her gratitude: “Having Jarrolds’ backing gave our crowdfunding campaign credibility and momentum. Their investment kickstarted our funding, setting us on the path to national success.”
Critit: Revolutionizing Tabletop Gaming Accessories
Since its founding in 2015 by Dominic and Katie Marriott, Critit has become a respected name in the RPG and tabletop gaming community. The Norwich-based business creates high-quality, customizable gaming accessories, including dice, miniatures, and engraved boxes. Their journey began with handmade wooden toys, but a chance opportunity led them to specialize in gaming accessories, which quickly gained a dedicated following.
With an increasing demand for personalized products, Critit applied for the Jarrolds Growth Fund and received £26,500 to invest in a UV printer. This advancement enabled them to expand their product range, introducing custom drinkware, dice boxes, and dungeon master screens.
“Tabletop gaming is growing rapidly in the UK, and Critit is at the forefront of this movement,” said Tim Shattock, commercial director at Jarrolds. “We are proud to support a homegrown brand that is making a national impact.”
With their products now stocked in Jarrolds and other stores, as well as regular in-store gaming events hosted by Jarrolds, Critit is set to become a leader in the RPG accessory market.
Jarrolds: A Champion for Norfolk’s Independent Businesses
The Jarrolds Growth Fund was launched in March 2024 with an initial investment of £100,000, aimed at helping local businesses scale their operations. A total of 72 businesses successfully applied, receiving financial support and strategic mentorship.
Tom Burdett, director of finance and strategic operations at the Jarrold Group, emphasized the significance of the initiative: “We recognize the incredible potential within Norfolk’s independent businesses. By investing in these brands, we are fostering innovation and strengthening the local economy.”
For 2025, Jarrolds has partnered with Norfolk County Council to provide an additional £100,000 in funding. Applications for the next round of funding are open until March 31.
The future looks bright for Norfolk’s entrepreneurial scene, with businesses like The Norwich Soap Company, Farmyard Frozen, and Critit leading the way. With continued support from Jarrolds, these brands are well on their way to national recognition, proving that local businesses can achieve remarkable success with the right investment and mentorship.
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