When Pam Hilling started her sweet treats business during the UK’s second Covid-19 lockdown, she never for a moment thought she would grow her business into the thriving enterprise it is today. Yet Epic Brownies, which is based in Maidenhead, has seen huge growth since its humble beginnings in Pam’s home kitchen in 2020.
Now available across mainland UK and beyond, Epic Brownies has already snapped up several Great Taste Awards, as well as being the chosen producer of special Coronation brownies for retail giant John Lewis as part of the celebrations for King Charles III.
Pam’s story, like many SMEs across The APC network, is testament to what fierce determination and passion can achieve, even in the face of adversity, and how having the right partners – like The APC network – supporting you on the journey is key.
Humble beginnings
“Sometimes things happen in your life that make you do things that you never thought you would do,” Pam explained, “I never thought I would run a business, but there are just moments that make you do things and they turn out to be the best things. Launching Epic Brownies has definitely been the best thing for me.”
Personal health issues meant that Pam chose to leave full-time employment back in 2019. But Pam’s natural determination and ambition in life led her to start listening to the guidance of friends and family, who all saw her natural talent and ability in the world of baking. After a bit of gentle encouragement – and many friends happily sampling test batches of brownies – Pam founded Epic Brownies and began her business at home in November 2020.
“I learned from the first lockdown, when we couldn’t go to the shops as freely, that people were really craving and missing that sort of sweet treat, something a bit different,” she remembered, “All my family and friends said ‘your brownies are epic, you should sell them!’.” And so, Epic Brownies was born.
The right network
For the first 18 months, the business mainly operated in Berkshire and the surrounding areas, delighting customers with creative flavours and unique taste pairings. However, as the demand for her brownies grew, Pam 
realised she needed a reliable delivery partner that was willing to support her ambitions.
At the beginning of 2023, Epic Brownies teamed up with The APC and its member depot, Delivered UK, to begin delivering further afield, with orders coming in from Oxfordshire, Buckinghamshire, London, Norfolk and Suffolk.
Pam was able to trust in the experience of The APC network to handle and deliver her products safely, with the same care and attention she prides herself in when baking the brownies: “With Delivered UK and The APC network, I can just trust in the process. A courier turns up and takes the parcel – and that’s it. It will get there the next day, in perfect condition.”
For Pam, having a team that could act as a partner and extension to her business was key, and from the start, the relationship with Delivered UK proved to be invaluable to Pam: “They’ve been more than just a delivery service, they’ve really given me valuable advice and support along the way. Even simple things like working with me to improve on how I package up my brownies to eliminate damage occurring.”
“But my favourite thing about the team at Delivered UK,” Pam continues, “is that I can pick up the phone to someone I know by name when something’s not right, or if I’ve made a silly mistake, and everything gets dealt with really quickly.”
It is this level of personal service that Delivered UK provides that gives Pam peace of mind and the confidence to expand the business.
An epic future
For Pam, the relationship with Delivered UK and The APC has enabled her to truly take the business to the next level: “It has genuinely been a game changer for the business.”
As well as attracting attention from big players in the UK retail market, Epic Brownies is also generating interest on a global scale. “Our products have been featured in Fresh Farm Group and The Great Taste Awards magazine, and even a couple of international catalogues,” she explained, “My brownies have gone as far as America, Turkey, Mauritius, and even Australia!”
With a range of upcoming projects, including seasonal product launches and an exclusive collaboration with an established tequila brand, the future looks bright – and sweet – for Epic Brownies.
