Gobowen has a new bakery in its midst, and it smells like buttery cruffins, sweet pastries, and something delightfully different. Widnall Bakery is a local business led by Sam Widnall, a semi-finalist on Bake Off The Professionals in 2019.

Sam’s baking journey was inspired by his grandmother’s cake baking and during his first job at a Stourbridge golf club, making huge numbers of sausage rolls for functions. “I knew I was good with pastry when I was making all those sausage rolls,” he says. “It was basic, but it was my first sign that I had a knack for it.” Sam moved to Wales to work at the 5-star Palé Hall as a proper pastry chef under Gareth Stevenson and alongside Adam Cleal. Learning the finer details of pastry and developing those skills meant Sam could really cement his passion for it.

In August last year, Sam turned his years of experience into his very own business, launching Widnall Bakery, a home-based business specialising in sweet pastries, traditional cakes, and most notably, the cruffin, a croissant-muffin hybrid that’s quickly becoming his signature.

What’s a Cruffin?

A cruffin is made with the same buttery, flaky layers as a croissant but is baked in a muffin tin for a denser, crispier texture on the outside and a soft centre. “It’s great for people who want more flavour with a different bite,” Sam explains. Widnall Bakery takes the concept further with a changing menu of flavours, from classic vanilla to seasonal fruits, indulgent chocolate and even savoury creations. Customers can even request custom flavours for special orders. “A good cruffin can turn any bad day into a good one for anyone!”

Sam’s cruffins are made the traditional way – by hand, without the use of modern machines. “All of my cruffins, I make by hand, no use of fancy machines or laminators like most bakeries and patisseries, only my old faithful kitchen aids for mixing the bulk dough! So, it takes the process back to hundreds of years ago, returning to basics where the most important ingredient is the use of one’s hands, which takes a lot longer. I believe also that being deaf helps with the process, as I can focus all my energy into making the product. I believe that love shows within my cruffins…authentically made, authentically Widnall. I sincerely hope that customers will love my product as much as I love making them.”

In case you’re not familiar with lamination in the baking world, it’s why a croissant has very thin layers of pastry when you cut one in half. Lamination involves folding butter into dough but alternating that process. They layers are made over and over again which gives the buttery, flaky texture when baked in the oven.

Sam’s creations are sold at market events across the area, and he offers delivery or collection directly from his home in Gobowen. Widnall Bakery caters to both individuals and businesses, with gluten-free and vegan options available for those with dietary restrictions.

Sam’s vision for the future includes using locally sourced goods to strengthen ties with regional suppliers. “It’s a tough time financially for everyone, but as demand grows for my products, I’m excited to build those relationships and take Widnall Bakery to the next level,” he says.

Whether you’re looking for a treat to brighten your day or a unique addition to a celebration, Widnall Bakery has something special to offer.

For orders, event schedules, or just a peek at what’s baking, you can find Sam on Instagram and Facebook at widnall.bakery.

Contact him via email at s.j.widnall@gmail.com.