LDC Top 50 2024
Jake Lavelle
Founder
JPL Flavours
At the age of 16, Jake Lavelle became a junior flavourist at Wirral-based Hagelin, a firm that was eventually bought out by a rival. When the former Hagelin site went up for rent, Lavelle took it as “an omen” to start his own flavourings company there in 2014.
JPL Flavours now employs 40 people and has formulated 19,000 different flavours for clients including Krispy Kreme and Applied Nutrition. The company is moving to a new 55,000 sq. ft flavourings factory next year and Lavelle plans to scale internationally. “I find it hard to talk about my achievements. In my head, we’re not even 10% of the way there yet.”
I find it hard to talk about my achievements. In my head, we’re not even 10% of the way there yet.”
Q&A
What was your toughest moment?
I founded the business in 2014, but worked three jobs to bootstrap it until 2016, which was when we really got things going. I was in debt up to my eyeballs and worked really long hours to get the business off the ground, designing flavours, sending samples to customers, processing orders, packing and invoicing. For the first few months, I barely slept. I hadn’t been in the industry long, so I think it took a bit of ignorance and arrogance to go up against the incumbents.
What sets your business apart?
We’re a family business and will always put our customers first when it comes to choosing where to invest. Be that automating our production equipment, exploring the use of AI and digital technologies to drive efficiencies, or installing a new VR suite to enhance customer experience. We reinvest around three times the industry average on capital equipment to leverage technology and innovation opportunities, which is something our bigger competitors can’t always do.
What’s your long-term ambition?
I want to build an international operation with factories placed strategically over the globe and hit the £100m-turnover mark. There are now six family members in the business (my partner, my mum, my cousin and three siblings), all spread across different departments. It’s really important to me that as we scale, we keep the family feel and creative culture.
