If you’re looking for expert chef help and support with your project, look no further. My name is Louise Wagstaffe, and I work with the foodservice industry, with restaurants, food manufacturers, producers, and other chefs, to provide independent, expert, friendly chef support.

At Delicious By Design we believe that the creation of good food is something everybody can enjoy. I bring that approach to my work both with the food industry, and with food lovers elsewhere.

I started Delicious By Design in 2009 after nearly twenty years of experience in the food industry. My aim is to make a visible difference in everything I do, and the feedback we receive is always encouraging.

Our food industry services range from freelance chef and recipe development help, to coaching and training on specialist diets, and to food photography, styling, and filming.

~ Louise

About our services

Contact us


Recipe and MENU Development

Having worked on some of the most famous household brands, as well as bespoke products, we have a great eye for recipes and can write, test and adapt recipes for you. This can be to support new products or to inject life into an existing product range.

This includes recipe and menu development for those needing diets for specialist conditions such as Coeliac or dysphagia.

We are also able to advise on calorific value of recipes and provide allergen advice.

Filming, photography, Online

Our filming experience includes creation of filmed pieces for broadcast or online use, training videos. and promotional activity. Our experience extends from working with Marco Pierre White to create online commercials for Knorr, to creating and filming a series of specialist Dysphagia diet recipes for Premier Foods.

We have extensive publication experience, including working on the food styling and photography for many cookbooks, and most recently a charity project to produce a school dinners project as a charity fundraiser.

More frequently nowadays we are asked to help with the recipe development and food photography for online recipe sites, which we have done for organisations such as Unilever, McCormicks, and Premier Foods, amongst others.

Sales demonstrations, training, and presentations
Demonstrations and Presentations

Your company’s products and equipment can be demonstrated and presented to their fullest both to customers or sales teams. Our experience with food and sales will motivate and create passion amongst sales teams and offer an insight of how, where and when knowledge of the products versatility can increase sales.

This includes chef training on specialist diets such as Coeliac and dysphagia.

We all have extensive experience of live food demonstrations and presentations, from the BBC Good Food Show to the Thame Food Festival.


Having worked closely with Catering Colleges, we are real advocates for training and supporting the caterers of the future, and our style and approach is recognised in the education sector.


We can use our industry experience to provide chef-in-residence services. This allows you to extend your culinary team when demand dictates, without increasing your headcount.

About Louise

Louise WebshotI love what we do at Delicious By Design. This business has allowed me to put into practice some of the views I’ve had for a long time about how food should be.

There should be no barriers to good food. For me everybody has it in them to create good simple fresh tasty food if they wish.

Great eating and food habits are learned early, and we should be influencing children to eat well at an early age. We should also be giving them the skill set and the confidence to cook before they leave home.

I love the challenge of specialist diets, and creating great food suitable for coeliac sufferers is a personal passion.

I’ve worked in the food industry in chef, development, sales, and sales management roles, and so I understand the industry and channels, and how to make them work. The trend in the industry towards solutions is a great opportunity for food organisations to engage with their customers and really add value.


“Thank you for your amazing catering for our recent board meeting.  It is often so difficult to satisfy my American colleagues as our ‘English’ sandwiches rarely hit the spot!  Your deli style rolls, wraps and fabulous cakes and brownies were a real hit.  Satisfaction all round!  We will look forward to next time.  Thanks again.”

P Fannon, Director, Bottomline Technologies Europe

“Every Christmas we try to come up with Christmas gift ideas to our customers that shows our appreciation towards not only the management but also the teams that are supporting us throughout the year. We have tried a wide variety of gifts but rarely does a box of Christmas chocolate or cookies receives much attention.. they are “just put next to all the other boxes of cookies or candy”.

Working in the B2B market with a niche product we are also “competing” with many larger suppliers for the attention of the customers employees.

This year Delicious  by Design helped us “tick all the boxes”.. Delicious by Design created a fantastic chocolate cake in the shape of our primary product.. a chimney fan!.. the resemblance to our own product was remarkable .. the color of the cake completely matched the color of our products…

Our customers have all praised the look of the cakes and of course the taste as “finally something unique from a supplier which clearly proves that some effort has been put into it..”

The only problem we have now is to come up with something that is at least as fantastic next year!!!

Peter Roege, Managing Director, Exhausto

Louise and her team catered for my daughters christening at home. Louise understood exactly what we wanted and developed a delicious and inventive menu for our special event. The attention to detail was exemplary and all our guests commented on the wonderful food and service. Our daughters christening couldn’t have been any more perfect and we look forward to working with Louise and Delicious By Design again.

 Stewart and Tamara Bates, Brill, Buckinghamshire


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