A MUM from Monmouthshire is on a mission to change the way people think about sweet treats, after launching what is believed to be one of the area’s only dessert businesses focused entirely on ultra-processed food-free baking. Jaime White, founder of JJ & CJ’s Sweet Treats, has started the business from her home in Caerwent, offering puddings, crumbles and traybakes made without additives or preservatives, at a time when concern around ultra-processed foods continues to grow.
Balancing her business alongside a career in pensions and payroll, Jaime began baking more seriously after becoming increasingly aware of how difficult it is to find convenient desserts made without ultra-processed ingredients. With no similar dessert delivery businesses in Monmouthshire, she spotted a gap locally for traditional, homemade-style puddings that people could enjoy without compromise. Her range includes comforting classics such as fruit crumbles and indulgent traybakes like millionaire’s shortbread, all made from scratch using simple ingredients.
The business also fits around family life, with Jaime building it during school hours and evenings while raising her four-year-old daughter, who is the ‘CJ’ in the business name and acts as chief taste tester. What started as a long-held dream has quickly gained momentum, with strong repeat custom and positive feedback from local customers. Jaime recently secured a 5-star food hygiene rating following her Environmental Health inspection, marking an important early milestone for the new venture.
Jaime is now preparing for the next stage of growth, with plans to launch a dedicated cake shed in the coming months. The self-serve setup will allow customers to collect fresh bakes locally, supporting her goal of building a flexible, family-friendly business while also increasing accessibility for the community.
Alongside her focus on food quality, Jaime’s business is rooted in a wider purpose. As someone who experiences anxiety, she has found baking to be a powerful way to focus and manage her mental wellbeing, and hopes to expand the business in future to include baking sessions that support others facing similar challenges. She is also passionate about community involvement and plans to attend local Pride events as a member of the LGBTQ+ community, as well as work with local producers and residents to source ingredients, including surplus fruit and honey.
Speaking about the business, Jaime said: “If you have a dream and get the chance to follow it, go for it. It can feel daunting and there are moments where you wonder what you’ve let yourself in for, but it can also be something you truly love. For me, baking gives me that focus and sense of achievement, and being able to share that with others is what makes it so rewarding.”
With growing awareness around food quality, a strong local following and plans to expand into community-focused initiatives, JJ & CJ’s Sweet Treats is quickly becoming a business to watch in the South Wales food scene.
JJ & CJ’s Sweet Treats is a home-based baking business in Caerwent, Monmouthshire, South Wales, specialising in ultra-processed food-free desserts and sweet treats made without additives or preservatives. Founded by Jaime White, the business offers a range of homemade puddings and traybakes and is focused on supporting local communities, promoting better food choices, and creating a flexible family-friendly business model. For more information, visit @jjcjtreats on Facebook and Instagram.
