The Beginning of Cleone Foods
Wade soon found his ambition outstripped that of his employer and within 3 years he was frustrated by their lack of a recognisable brand. Strong product identity was missing and he already knew this was key to business success. It was at this time Island Delight was born, as he took the chance to exercise his entrepreneurial spirit.
Cleone Foods was formed in June 1988 and manufacturing began in 1989 at Alma Street in Birmingham. Initially 5,000 patties a week were produced and shipped mainly to small retailers in Birmingham and London. Expansion was rapid and soon third party distributors and warehouses across the UK including Liverpool, Manchester and Leeds were on board with the brand.
In 1994 the company grew out of Alma Street and moved to Icknield Street on the edge of the Jewellery Quarter and within a year of the move Island Delight had secured an extremely important retail listing with Asda, initially just for their Perry Barr store but soon others too. Tesco also signed up for their London stores in the same year and within three years Island Delight patties were available in over 100 supermarkets across England.