The Doughnut Factory Where Willy Wonka Would Feel at Home.
Mr Whippy is a much-loved household name, evoking fond memories across generations. Today, the brand is building on that heritage with an exciting new chapter in sweets, cakes and doughnuts. At the new state-of-the-art Sheffield production hub, the brand is taking doughnut production to a whole new level – with Ravenwood linerless technology at the heart of the operation.
With production set to ramp up to around 1.5 million doughnuts a week – around 78 million a year – the scale of the operation is impressive. And with automation running throughout the new facility, the final stage of the journey is powered by Ravenwood’s Nobac 5000 Twin Head linerless applicator.
Putting Ravenwood linerless in the mix
The new 23,355 sq ft production facility in southeast Sheffield represents a major £15 million investment for Mr Whippy as it expands its growing portfolio of sweet treats.
Doughnuts are baked on site before being cooled, decorated and placed into trays ready for packing. The final step sees Ravenwood’s Nobac 5000 Twin Head linerless applicator apply D-Wrap linerless labels to the packs, creating a clean, retail-ready finish across 2-pack, 4-pack and 6-pack formats.
The result is a high-speed, automated labelling solution designed to keep pace with the sheer volume of doughnuts coming off the production line while delivering accurate, consistent label placement across multiple pack formats.
And with the Twin Head configuration, two label rolls can be loaded onto the machine, helping to keep production moving and reducing operator intervention when rolls need changing.
For a business preparing to produce tens of millions of doughnuts every year, that combination of automation, speed and reliable label application is critical.
The D-Wrap linerless labels are printed by ProPrint Group, a Ravenwood-approved linerless label printer that also introduced Mr Whippy to Ravenwood’s linerless technology.
A doughnut operation with serious ambition
The investment in Mr Whippy’s Sheffield facility extends beyond the production line, with new production and packaging equipment and CO₂ refrigeration helping to create a modern manufacturing hub built for growth. Automation plays a central role, with Ravenwood’s linerless labelling technology helping to deliver a consistent, retail-ready finish across the company’s growing range of doughnut packs.
But it’s not just the technology that sets Mr Whippy’s doughnuts apart. Made with a palm-oil-free batter, they offer a distinctive flavour, with an ever-growing line-up of indulgent varieties already making an impact with major UK retailers.
Michael Jackson, Co-Founder & CEO at Mr Whippy said: “Ravenwood’s linerless technology has been a really important part of our new production facility. With automation at the heart of the operation, we’ve created a highly streamlined journey from production through to the finished pack, and the Nobac 5000 Twin Head gives us the speed and consistency we need as we scale up. We also love the fact that linerless labels eliminate the traditional backing paper, helping us reduce material use while delivering a great looking pack.”
The future is looking sweet
The Sheffield factory is just the beginning. Mr Whippy is also planning a second facility in Manchester dedicated to cakes and cookies, with plans for a customer-facing experience featuring baking workshops and activities for children and families.
But for now, it’s all about the doughnuts.
With millions of products set to roll off the Sheffield production line every week, Ravenwood’s Nobac 5000 Twin Head is playing a key role in getting them packed, labelled and ready for the nation’s supermarket shelves.
Doughnuts, automation and linerless technology – now that’s a recipe for something pretty sweet. A full case study is planned towards the end of year.
For further information, contact Ravenwood’s marketing team on +44(0)1284 749144.
