WHEN Alice Waterfield opened a small bakery in Leigh in 1926, she could never have imagined her name would still be a daily part of local life a century later.
What began as a modest shop selling pies and sweet treats has grown into a much-loved high street staple with more than 35 shops across the North West.
Now, as Waterfields celebrates 100 years of baking, the family behind the business is reflecting on the past.
For Chris Waterfield, 42, Head of IT at Waterfields, the bakery isn’t just a business - it’s the backdrop to his entire life story.
“I’ve grown up with Waterfields; it’s always been part of my story,” he said.
As a teenager, he worked across the family firm in just about every role going, from greasing bread tins early on a Sunday morning to clocking up miles as a delivery driver.
At one point, Chris stepped away from the business to carve out his own path.
He travelled the world with his wife, worked as an outdoor instructor, and later supported young people in a pupil referral unit - experiences that shaped his outlook on people, resilience, and community.
About ten years ago, he returned to Waterfields, not just for a job, but as a deliberate decision to help carry forward a family legacy that still means a great deal to him.
Waterfields operates more than 35 shops across the North West and Merseyside, with a modern bakery in Leigh supplying everything from pies and pasties to bread, cakes, and sandwiches.
Despite the growth, the core idea remains the same as it was in 1926: proper baking, fresh ingredients, and an unwavering commitment to doing things the right way.
Over the past century, the high street has transformed, and Waterfields has had to evolve with it.
Where bread once sat at the centre of daily shopping, the rise of supermarkets and convenience stores has changed how people buy their basics.
“Lunchtime has become our busiest window,” explained Chris.
“We’ve evolved our offer to match, modernising stories, introducing better coffee, and expanding the product range.”
While longstanding favourites like the meat and potato pie and the classic sausage roll remain bestsellers, the team keeps the counter fresh with limited-time bakes, from vegan curry pies to chicken and chorizo pasties and seasonal specials like cranberry sausage rolls.
The bakery has also embraced digital tools, introducing loyalty schemes and joining platforms such as Too Good To Go to reduce waste and make their products more accessible to customers who might not pass a Waterfields shop every day.
Chris has plenty of special memories from his time at Waterfields, including being roped in as a child “model” when his dad made giant chocolate bunnies, and later walking around with a coffee tank on his back, handing out free drinks at the opening of their Cherry Tree shop in Liverpool.
“These moments really capture what Waterfields is about,” he said.
“Being part of local life, and creating experiences people remember.”
Many customers grow up with Waterfields as a constant, calling in for a sausage roll after school, picking up birthday cakes, or grabbing a pie on their lunch break - and then bring their own children through the doors years later.
“There’s a strong emotional connection,” added Chris.
“That familiarity matters.”
The last decade has been anything but straightforward.
Like many hospitality and retail businesses, Waterfields has had to navigate the pandemic, rising costs, and wider economic pressures.
Against that backdrop, bringing in external investment and new ownership, in the form of Scott Davies and Michael Brehme, was about securing the future of the business and protecting jobs rather than changing what makes Waterfields special.
“What’s been really positive is that Scott and Michael understand the value of what Waterfields already is,” said Chris.
“Their approach isn’t about changing the DNA of the business, it’s about strengthening it.”
Under the new leadership, Waterfields is entering what Chris describes as an exciting phase.
There has already been progress in wholesale and retail partnerships, opening the brand up to customers who might never have stepped into one of its high street shops before.
As well as launching into more locations across the region, Waterfields has introduced a range of products into Asda, a significant milestone.
For all the change, some things stay reassuringly constant.
When asked for his personal favourites, Chris doesn’t hesitate: a meat and potato pie and a cream-filled iced bun - simple, comforting classics that have stood the test of time.
To celebrate 100 years of baking brilliance, Waterfields is rolling back the price of its much-loved sausage roll to just 100 pence until June 1, a nostalgic nod to its long history on the high street.
The centenary celebration menu also includes a Chicken and Chorizo pasty priced at £3.10 and a Steak and Ale Pie at £3.30, alongside limited-edition Centenary Cupcakes, Sandwich Cakes and Tray Bakes, available now in all bakeries.
As Waterfields steps into its second century, the mission remains remarkably familiar to the one Alice set in motion back in 1926: bake properly, look after people, and keep showing up for the communities that have supported the bakery for 100 years.
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