I Make Biscuits for McVities – This Is My Proudest Creation
In an enlightening career feature shared by Sky News’ Money blog, Robert Craggs, the global senior development chef at Pladis, the company behind McVities, opened up about a role that blends creativity, science, and global collaboration to create the beloved biscuits enjoyed by millions. For those who have ever dreamed of turning a passion for food into a distinctive career, Robert’s journey offers a fascinating glimpse behind the scenes of biscuit creation.
A Dynamic and Demanding Role
Robert’s job goes far beyond simply baking biscuits; it’s a multidimensional role that involves testing flavour ideas, presenting new food concepts, and working closely with marketing and production teams to refine recipes for mass manufacturing. His schedule is highly varied: one week may find him travelling internationally to places like Turkey or Saudi Arabia, the next deeply involved in kitchen experimentation or strategic meetings. Flexibility is essential in his global position, with seasonal peaks shaping demanding phases balanced by encouraged downtime during weekends and holidays.
From Hospitality Roots to Global Biscuit Innovation
Robert’s career began in the hospitality industry, working in prestigious environments such as Michelin-starred kitchens and luxury hotels including Harvey Nichols. This immersive experience in food preparation, kitchen design, and restaurant operations laid the foundation for his transition into food product development. He notably designed the development kitchen at Morrisons’ head office, a stepping stone into the FMCG (fast-moving consumer goods) sector.
He highlights how a family background in hospitality inspired his enduring passion for food, fostering not just technical skills but an appreciation for food’s cultural significance worldwide. His role constantly exposes him to global culinary trends and the emotional connections people have with food.
The Biscuit Taster’s Craft
While there is a romantic idea associated with “tasting biscuits all day,” Robert clarifies that the work entails a lot of small nibbles to assess flavour balance and texture rather than indulgent eating. Beyond biscuits, he contributes to developing a wide variety of snack products, drawing inspiration from diverse culinary concepts. Each day brings new challenges and creative opportunity, from fine-tuning recipes to collaborating with cross-functional teams to meet consumer expectations.
Proudest Achievement: The Coronation Fruitcake
Among his many creations, Robert’s proudest project was crafting the coronation fruitcake for King Charles in 2023. This prestigious commission involved five months of development from initial concept to the finished decoration served at Windsor Castle, symbolising a pinnacle of his career achievements.
He has launched products spanning every category, including Michelin-calibre dishes and ready meals, impacting hundreds of consumers daily and shaping food trends across markets.
Balancing Tradition and Innovation
Robert notes that classic staples like McVities Chocolate Digestives and Jaffa Cakes continue to be consumer favourites, especially during economically uncertain times where familiarity provides comfort. Yet, there is a growing appetite for innovative twists, such as hybrid products combining cookie and croissant textures. Modern consumers seek unique culinary experiences that connect emotionally, pushing development chefs to craft exciting, sometimes experimental, offerings.
Current trends reflect a desire for indulgence and sensory excitement, exemplified by the popularity of “Dubai chocolate,” a luxurious and interactive food experience. Despite cost pressures and supply chain challenges—especially related to ingredients like cocoa—Robert’s focus remains on ensuring superior taste and quality without compromise.
Sustainability and Industry Challenges
The growing impact of climate change on raw material availability has prompted Pladis to pursue sustainable sourcing initiatives. For instance, the company is adapting by incorporating drought-resilient wheat varieties as part of their environmental response.
Robert admits there are tougher moments in the job, such as enduring days spent tasting food and losing appetite for his own dinner. Nevertheless, the passion for creating memorable, delicious products overshadows these minor setbacks.
Mentorship and Legacy
Robert credits fortunate mentorship early in his career and is committed to leaving a legacy by training and inspiring the next generation of chefs. He views the food industry as a dynamic, innovative space where healthy competition drives continual improvement and market-leading ideas.
A Team Effort Fuelled by Collaboration
The development team at Pladis brings diverse skill sets and perspectives to the table, creating a collaborative environment that encourages knowledge sharing and constant learning. Their combined expertise allows them to navigate new markets, respond quickly to challenges, and continue growing through first-hand cultural experiences.
The Joy of Seeing a Product Loved
For Robert, the greatest reward comes from knowing that a biscuit he helped create becomes part of national culture—something nostalgic and well-loved by consumers across the country. The humble chocolate biscuit remains, in his words, “the ultimate biscuit,” representing a perfect balance of simplicity and flavour.
Final Thoughts on a Unique Career
This behind-the-scenes look at Robert Craggs’ role as a development chef reveals a profession rich with complexity, passion, and continuous innovation. While the job may not be widely known, it plays an essential role in shaping the snacks that people enjoy daily. Through creativity, strategic thinking, and a deep appreciation of food’s cultural significance, Robert continues to make his mark on an industry that’s constantly evolving.
For those considering a career in food development, Robert’s story is a testament to the exciting possibilities that arise when culinary art meets product innovation on a global scale.