Say hello to our Official Product Taste Testers!
The hunt is finally over. After more than 1,400 applications, we’ve appointed not one, but two official Taste Testers! Choosing was no easy task - we were truly overwhelmed by the wonderful stories, memories, and personal connections so many of you shared.
We’re delighted to welcome Sarah and Arron, whose genuine love of Birds and honest, down-to-earth opinions made them stand out from the crowd. They’ll be helping us sample new ideas, revisit old favourites, and share their thoughts along the way - and we couldn’t be more excited to have them on this delicious journey with us.
Sarah, 60, Matlock
In 1984, she was presented with a photo of herself about to bite in to a Cream Doughnut by a photographer who had seen her eating in her car, proof of her life-long love of our treats! Now, 42 years later, we met her on her 60th birthday to celebrate her passion for Birds and welcome her as one of our official Product Taste Testers - truly a sweet milestone!
“So what does it mean to take on this role during your 60th year and especially today (18/02/26) with it actually being your birthday?”
“It is the icing on the cake, how corny that is.
But I'm having a year of celebrations because last year was rubbish. I lost my dad and my brother and it was horrendous, so I've told everybody this year is going to be absolutely fantastic!
I'm really positive person and I do believe in karma, and I've always had that photo, and I hoped that one day something would happen to it”.
“What are you most looking forward to about being a Product Taste Tester?”
“Birds is such an East Midlands brand, and it’s great to be part - even in a very small way - of its future. I also bring a slightly different perspective and it’s important to get a wider mix of people on board, isn’t it?
I mean, I am 60 but 60 is the new 40 isn’t it?!”
Arron, 33, Spondon
A lifelong Derby local, Arron has been coming to Birds since he was a kid, with fond memories of his late mum treating him to his all-time favourite, a tradition that lives on with his four-year-old daughter who has has affectionately rebranded Birds as the “Cheese Straw Shop” knowing exactly where to get her favourite treat!
“What are you most looking forward to about the role?”
"Surely, it's got to be just eating. Can I just leave it at that? Eating all the products. And obviously eating them before everyone else!"
“What makes Birds such a staple of the East Midlands in comparison to other bakeries?"
"I think for me, Birds is just something I would always think of in the East Midlands and obviously living in Derby all my life, it's a place you always go to. There is that family connection for me".
“You mentioned that the Caramel Doughnut is your favourite - what makes it so special to you?"
"It's because of my mum who's not longer with me. She passed away when I was quite young. But I have fond memories of her taking me to Birds and I would always have a caramel doughnut. It's got that nostalgic feel. I'm sure other people have similar stories".
As they begin this unique role, they won’t just be sampling products; they’ll be going behind the scenes, meeting the talented team who bring each bake to life, and helping to shape what comes next - you can follow their journey on our social media channels!