Desserts focus: Frozen assets

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Cullompton in Devon is fiercely proud of its West Country heritage - so much so the town was recently awarded the right to fly the coveted green,...

Cullompton in Devon is fiercely proud of its West Country heritage - so much so the town was recently awarded the right to fly the coveted green, white and black county flag over its town hall - an honour passed to just a select few.

Known as the gateway to Devon, throughout the year the town plays host to tourists from both the UK and overseas.

Anita North, who took over as lessee with Enterprise Inns at the King's Head in the High Street in May, has been striving to ensure that the town's flagship pub reflects this pride, by serving good food which enhances Cullompton's reputation.

The menu includes local mushrooms coated in creamy whisky, stilton and black pepper sauce with parsley, and Irish mussels in a creamy Pernod and dill sauce. Thai curries are also a feature, as are signature dishes such as the King's Head Mixed Grill and its Poacher's Pot game casserole.

Fresh ingredients are key to the appeal of the pub's savoury menu, with its rotating specials boards featuring 100 per cent homemade dishes. But interestingly, the pub's desserts are almost all frozen.

This does not affect either quality, or demand, explains Anita. Over the six months she has been in the pub, desserts have grown to make up 20 per cent of total food sales. "When I arrived, the former proprietor who stayed on as a chef warned me that desserts wouldn't sell and I shouldn't waste my time or money," said Anita. "I like to think he's had to eat his words!"

The King's Head serves around 500 covers a week. When it comes to desserts, Anita believes fresh simply does not cut it in terms of cost, quality and convenience.

"We didn't have the space or the time to make desserts from scratch but, being extremely passionate about food, I wasn't prepared to compromise on the quality of the rest of the menu," she says.

"We have talented chefs who work wonders with the mains, but the desserts we have are as good, if not better, than what we could make ourselves.

"If there are any lingering preconceptions about frozen desserts, they are outdated, as our sales clearly show. If consumers are worried about nutrition, I would say our desserts are actually fresher, as they are frozen when the fruit and other ingredients are at their peak."

As well as gateaux, the pub offers delicious pre-portioned desserts from Alveston Kitchens, recently integrated into Heinz Foodservice. These include the individual lemon shortbread overload and individual raspberry and chocolate layer, both made with Belgian chocolate and dairy cream.

"We wanted individual portions that would stand out in the cabinet and be easy to serve," says Anita. "Through our wholesaler Taylor Catering Foods, we found Alveston Kitchens, which made exactly what we were looking for. Customers are drawn in by the way the desserts look and are tempted to indulge, which is what eating out should be about."