Two East Midlanders have been named as official taste testers for Birds Bakery after seeing off competition from 1,405 other applicants

The successful candidates, both from Derbyshire, were unveiled this week by Birds, who say they have a passion for flavour, tradition and discovering new tastes.

Sarah Holmes and Arron Goodall will serve in the role until December 2026, sampling everything from Birds’ iconic sausage rolls to exciting new creations. Their feedback will help shape the bakery’s future flavours.

As long-time fans of one of the East Midlands’ best-loved family bakeries, both are excited to begin their new voluntary positions. 

Sarah, 60, from Matlock, said: “I was amazed when I found out – it’s my dream job! Especially when you like cakes as much as I do – it really is the icing on the cake of my 60th year. I’ve decided I’m having a year of celebrations because last year was rubbish due to losing both my dad and my brother. I’ve told everybody this year is going to be absolutely fantastic – and what a start!”

Arron, 33, from Spondon, Derby, said: “This is an incredible opportunity. It’s surreal and still doesn’t feel real. I’ve definitely got bragging rights among my friends now.”

Both have favourite Birds products and personal connections to the bakery. Sarah loves blackcurrant cream tarts and, occasionally, a lamb and mint slice. Her affection for Birds goes back decades – including a 1984 photo of her enjoying a cream doughnut.

Meanwhile, Arron – whose favourite treat is a caramel doughnut – also has strong family ties to Birds. His four-year-old daughter fondly calls it “the cheese straw shop”.

He said: “When I think of the East Midlands, Birds Bakery is something that always comes up and living in Derby all my life I always go there. With other bakeries and competitors it’s copy and paste – there’s no character to them like Birds has and that’s the really nice thing about it.” 

Birds is also a place that Arron associates with his mum as he used to go a lot with her when he was younger. 

“My mum passed away when I was quite young but I have happy memories of us going there together and I would have a caramel doughnut, my favourite thing. Going to Birds gives me a nostalgic feeling, I’m sure other people have similar stories.”

Already brainstorming new ideas, Sarah is excited by new flavours such as passionfruit and meringue, while Arron, a cake lover, suggests combinations such as strawberry and basil or salted caramel.

Jamie Bird, managing director of Birds Bakery, added: “We were overwhelmed by the positive response to the taste tester role. We had almost 1,500 applicants in total and we couldn’t choose just one so we decided to appoint two people. 

Sarah and Arron are clearly very passionate about Birds which is great to see – we can’t wait to work with them and hear their feedback over the course of the year.”