Sweet Treats by Martin Frickel was born and baked in Kendal in 2021. It was during the pandemic and at that time Martin made his ‘banging blondies and naughty brownies’ in his kitchen at home, selling via mail order to provide customers with a lockdown treat straight to their doors.

The business first took a stall at Kendal Farmers’ Market in September 2021 and it continues to be an important date in Martin and partner Harriet Pugh’s diary twice a month.

Sweet Treats grew so popular that they moved into a dedicated unit behind Kendal Train Station which is Cakeaway HQ and allows them to offer an ever-changing menu of sweet treats offline as well as a coffees and cold drinks.

They still offer postal boxes and regularly head out on the road to meet their sweet-toothed customers at artisan markets and shows around Cumbria.

Their award-winning ‘filthy treats’ included vegan and gluten free options and their Gluten Free Black Forest Brownie recently won the title of Britain’s Best Free From Cake.

Martin says: “Our not-so-secret ingredient to producing the gooiest, most mouthwatering, unique bakes on the market is using small producers and suppliers in Cumbria that we’re passionate about wherever we can which ensures that every treat is the best it can be.

“Our flavours range from childhood, nostalgic combinations such as rhubarb and custard blondies to humble classics like salted caramel brownies. Sweet Treats has something for everyone available online from our website or direct from the Cakeaway.”

Martin and HarrietMartin and Harriet

We wanted to know more so put our questions to Martin…

What was your first job?

My first job was as a paper boy for the weekly free Kendal newspaper when I was 14.

How did you become a food producer?

I'm a trained pastry chef with a background in fine dining for the past 19 years. During lockdown 2.0 I turned my focus to developing a next-level, postal sweet treats box for my family, friends and followers on social media. We started out by dropping weekly menus on Instagram and Facebook, built a website to start taking orders then baked and baked away to send out Sweet Treats around the UK for a lockdown pick-me-up.

What are the main challenges of your job?

Currently, the main challenge of our job is the global chocolate market’s major price increase by up to 300 per cent since we started, so trying to keep the same quality and prices fair for our customers is a constant juggle without compromising on any of the quality we pride ourselves on.

What’s the most enjoyable part of your job?

The most enjoyable part of the job is serving our customers at the Cakeaway or going out to meet everyone at the local artisan markets and shows, allowing us to spread the Sweet Treats good vibes and build our community step by step.

What key skills do you need to become a food producer?

You need to be several things. First, you need to be driven; to want to be the best you can be in your chosen area, to keep your business and offering relevant as well as continuing to be innovative and creative. You also need to be resilient as it means a lot of early mornings, late nights and long days to keep the dream alive, especially in the cold winter months or when your cakes are melting in the summer sun. I’d also say that, ultimately, the best skill is just enjoying what you do and caring about the area you have chosen to focus on as a food producer – this makes all the above easier.

Which industry figure do you most admire, and why?

My college pastry lecturer, Yannick Lequitte, who taught me all those years ago at Kendal College. He continues to inspire the future generation of chefs 20 years later and is always on the other end of the phone if you need anything, as well as a quick chat about our mutual love for rugby.

What’s the oddest thing a customer has ever said to you?

One of our staples on our menu is our Chocolate Brownie Scotch Egg. It’s a Crème Egg wrapped in a chocolate brownie with Biscoff crumb. We often get ‘Eugh that’s disgusting’ which is always a great thing to hear when you’ve put effort into making something but the oddest thing we get is, ‘‘Is that a real egg?’’ As if we’d really put a soft-boiled egg inside some brownie... there’s innovation and then sometimes there’s just no common sense.

What advice would you give to someone wanting to become a food producer?

Be brave and work out what your actual goal is for your new endeavour. Do you want to just have fun or is this a serious business and if so, what are you looking to achieve?

If you weren’t in the food industry, what would you do?

I’d probably still be a paper boy... only joking! I like to think I would be in the world of tour managing for heavy rock/metal bands as I used to do this whilst I was training to be a chef at Kendal College back in the day, or maybe a rugby player.

If you could meet yourself at the start of your career, what's the one piece of advice you would give yourself?

Never stop pushing!

If you could serve anyone, who would it be and why?

Ed Gamble and James Acaster as we’re big fans of their comedy and religiously listen to their food podcast whilst we bake. Ed also likes heavy metal music like me, so I’d like to think he’d appreciate our logo and who knows they might even give us a honourable munchion.

What’s your earliest food memory?

Probably making sticky toffee pudding with my mum in the kitchen. We still use the same recipe to this day to put into our Sticky Toffee Pudding Blondie.

Which ingredient do you love the most and why?

Our fresh, free-range hens’ eggs from Hannah and Henry at Docker Duck Eggs. We love being able to receive our weekly egg delivery that has only had to travel three miles down the road to get to us, plus we get to support another local business and a double yolker is always a bonus.

What’s your favourite dish to cook at home?

My all-time favourite dish to cook at home has got to be Chicken Caesar Salad; warm roasted chicken breast carved off the crown, crispy pancetta, fresh salad leaves, anchovies, sourdough croutons and, if you’re being fancy, a perfectly soft-boiled egg.

What do you always carry with you?

My phone! We’re always snapping new content for our social media page as well as keeping in touch with our customers via email and I’d be lying if I didn’t mention a quick scroll on TikTok.

Tell us a secret...

We might be looking to expand Sweet Treats By Martin Frickel in 2025, so you’ll have to follow us on Instagram and Facebook to be the first in the know.

When did you last eat a burger?

The last memorable burger I had was at Ramble, in Kendal. Harriet and I went to grab a burger in the summer on their burger night, it was so good we were tempted to order another.

Who would play you in a film about your life?

Don’t laugh, but it would be James Corden. At this point, so many people have told me I look like him that it would be rude if he declined the role.

What’s your favourite book?

My cookbook collection is extensive but it’s hard to pick a favourite.

If you had more time, what would you do?

Travel more. There are so many places on the list where I want to explore; all the fascinating food cultures around the world and first on the list would probably be South America and Mexico.

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Brown Butter Oreo Rice Krispy BarBrown Butter Oreo Rice Krispy Bar

Brown Butter Oreo Rice Krispy Bar

Martin says: “This nostalgic childhood treat has been given a bit of a glow-up. Suitable for children and big kids, the brown butter and sea salt give this naughty treat an indulgent adult feel and make it the perfect autumn/winter snack.

“If you aren't a fan of Oreos these can be substituted with salted pretzels, caramel chocolate, gingerbread chunks or even small chunks of fudge.”

INGREDIENTS

65g salted butter

325g marshmallows (I use mini white ones)

160g Rice Krispies

Pinch of sea salt

1 tsp vanilla extract

100g Oreos, crushed into small chunks

50g white chocolate, for decoration

METHOD

1 Line a small 20cm square baking tray, ideally 4cm-5cm deep. Place the butter in a medium saucepan and gently melt it until it foams and turns a nice, dark golden colour to give a savoury, nutty flavour.

2 Remove from the heat and allow to cool slightly before adding the marshmallows and vanilla. Leave to soften for 5 minutes then whisk the marshmallow mix until smooth.

3 Stir in the Rice Krispies and Oreo chunks then pour into the lined cake tin. Press down until level and even.

4 Leave to cool and set for 3-4 hours. At this stage you can drizzle some melted white chocolate over the top with a sprinkle of Oreo crumbs to garnish. Portion into small chunks and enjoy.