AN INNOVATIVE East Lancashire doughnut manufacturer has been given the Royal seal of approval for the lasting power of its sweet treats.

Blackburn-based Simply Doughnuts has been honoured with the Queen’s Award for Enterprise for its efforts to develop products with an exceptionally long shelf-life.

Given the crown by the Department for Business, Energy & Industrial Strategy in the innovation category, Simply Doughnuts was recognised for its unique manufacturing processes which enable its foods to stay fresh for much longer than competing products, extending shelf-lives from the usual two days to between 27 and 30 days.

Simply Doughnuts managing director Shiraz Master said: “We are absolutely delighted with this award.

“Getting here has taken literally years of effort – lots of testing, research and refinement – plus a massive contribution from the whole team.

“But it has all been worth it. All that work has produced a hugely successful range of products. They save waste, they minimise risks to retailers and, on top of everything, they’ve enabled us to win the most prestigious business award in the whole of the UK.

“The award represents real recognition at a national level. It’s a stamp of credibility, so I’m confident that it will help us to boost our profile and protect jobs in the midst of what has certainly been proving to be an unusual and challenging year.”

Mr Master said the longevity of the company’s products greatly reduces waste – not only in terms of the food itself but also in terms of packaging, energy and road miles. He said this will have been a significant factor in the judging process, with the application guidance placing considerable emphasis on sustainability, responsible production and reducing global food waste.

Blackburn with Darwen Council’s regeneration boss Cllr Phil Riley said the award was testament to the hard work and dedication of staff at Simply Doughnuts.

He said: “This award doesn’t surprise me because it’s a recognition of the huge amount of work that Shiraz has put into building this dynamic business and it’s a real credit to the borough.”

Later this year, the Lord Lieutenant of Lancashire, The Rt Hon the Lord Shuttleworth, is expected to make a formal presentation of the Queen’s Award for Enterprise trophy at Simply Doughnuts’ premises in Ordnance Street on the Furthergate Industrial Estate.

Now in their 54th year, the Queen’s Awards for Enterprise are the most prestigious business awards in the country. Her Majesty’s Government describes them as “a royal seal of approval for the UK’s most outstanding businesses… recognising and celebrating business excellence across the UK.”