ENJOY ROGUE for brunch…lunch and dinner

Enjoy Rogue for brunch…lunch and dinner

From his mother’s kitchen table to the shelves of some of the UK’s largest food retailers. Welsh maker Enjoy Rogue is on a mission to reinvent breakfast!

Growing up, Asher Flowers enjoyed spending time in the kitchen with his mother Anita, who loved making delicious marmalades and chutneys. In 2017, he returned home to Clydach Vale, leaving behind a career in advertising in London. Already aware of the fundamentals of jam making, Asher teamed up with his mother to experiment with new and bold flavours – and so, ‘Enjoy Rogue’ was born.

They began selling their products at Cardiff’s Pontcanna and Roath Farmers’ Markets and as word spread, so too did demand. Recognising a real opportunity to make high-class artisan jams, marmalades and chutneys they expanded their range and sales began to take off. With ambitions to become the ‘number 1 brand for the at-home brunch’, they worked hard and soon built a network of stockists countrywide.

Asher soon found himself in talks with household names, such as Ocado, who recognised the potential in the unique flavours on offer. Enjoy Rogue has reinvigorated the brunch table, with flavours such as Tutti Frutti, Bravado Chilli Pepper and Negroni Marmalade being among its bestsellers.

In search of someone who gave a ‘fig’.

Then in 2020, the Coronavirus pandemic hit the world and Enjoy Rogue found itself in need of urgent support. “We needed to quickly find support as the pandemic knocked both our suppliers and customers.”

Supply chains were disrupted and some of their High Street stockists were forced to close. Meanwhile during the various lockdowns people had time to take stock and appreciate home comforts. Home baking saw a huge increase in popularity and people were taking more time, and spending more money, on at-home breakfasts and brunches. Enjoy Rogue found themselves presented with huge opportunities and needed the means to pursue them.

Asher finds Jackie

Jackie loves figs and enjoys a great brunch, and along with her colleague Nic, they head up the business support team at Robert Owen Community Banking Fund. With the support of a loan and their advice and guidance; Asher, and Enjoy Rogue, have been able to thrive during the pandemic.

Asher’s drive and determination also saw him shortlisted as one of ‘15 Young Entrepreneurs to watch in 2021’ in the Great British Entrepreneur Awards.

And with further investments following the financial backing of Robert Owen CBF, the company is now finding new markets for its brand with customers in Saudi Arabia and the USA.

“The long-term dream for Enjoy Rogue is to be the number one brand for at-home brunch, selling other vegan products like cereals alongside our marmalades and chutneys.”

Robert Owen Community Banking Fund really, really helped us in the emergency. It was really nice to be able to speak to someone person-to-person about our particular position and the help we needed.

Asher’s passion and the support of Robert Owen CBF, has ensured that Enjoy Rogue has weathered unprecedented market conditions. With a host of exciting new products on the horizon our breakfast tables could be going rogue soon!

Jackie and Nic are delighted to have been able to support Asher and the team at Enjoy Rogue; “After such an awful year, it has been so good to be able to support an up-and-coming young Welsh entrepreneur with such an exciting food business.”

Like Robert Owen CBF, Enjoy Rogue has community at the heart of its values and always tries to use local independent food retailers and manufacturers in its recipes where possible. It also has a long-term partnership with One Feeds Two. For every jar of Enjoy Rogue purchased online a child in poverty receives a school meal.



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