We met Serena Whitefield when she was running her small pop-up – Pearl & Groove – at Old Street Tube Station. Three years on, her flourless cake company has become one of Sourced Market’s main bakery suppliers.

Pearl & Groove cakes are a far cry from your average sponge. From our first few bites, we knew that we’d found something special. Made from ground almonds in place of regular flour, these gluten-free cakes were some of the best we’d ever tasted.

The secret of their success is Serena, who passionately believes in sourcing fresh ingredients of the highest quality. She takes her inspiration from the seasons, offering wholesome, hearty winter bakes as well as light and fruity summer snacks.

She also supplies delicious dairy-free options; flavours include matcha and dark chocolate, pistachio and apricot and creamy coconut.

A gluten-free Pearl and Groove cake

What happened next

Pearl & Groove is now one of the main bakery suppliers across our three locations. And Serena has opened her own shop on Portobello Road, where she continues to experiment with new and imaginative flavour combinations.

As ongoing champions of her creations, we’ve hosted a number of regular in-house tasting sessions. Cake-loving customers can engage with the brand and be a part of its exciting development.

We’re always keen to collaborate with our suppliers and are happy to announce that we’re now working together with Serena to produce a range of bespoke gluten-free cakes for Sourced Market. Be prepared to be spoilt for choice…

Sourced Market have been there every step of the way – from product launch right through to opening my own shop and bakery school. With their support, I’ve been able to raise my profile in the speciality food retail sector and build relationships with other sellers.

Everyone in the Sourced Market team is friendly and helpful. I always feel like they’re ready and willing to try out new ideas.

Serena Whitefield, Pearl & Groove