A 40-year-old British fudge maker is proving that even the most traditional businesses can harness AI's power. Matthew Pugh's family-run Roly's Fudge is using Google Workspace with Gemini to develop new flavors and research ingredients, showcasing how small businesses across the UK are gaining competitive advantages through practical AI adoption.
A century-old fudge recipe meets cutting-edge AI in what might be the sweetest tech adoption story of the year. Matthew Pugh, owner of Roly's Fudge Dartmouth, is using Google Workspace with Gemini to transform how his 40-shop chain develops new products while preserving the handmade traditions that built his business.
The story emerges as Google launches its '10 Stories' campaign, spotlighting British small businesses that are leveraging AI to solve real challenges. According to research from Public First cited in Google's blog post, AI has the potential to boost average small business productivity by 20% - effectively giving owners an extra day each working week.
"For a brand so deeply rooted in tradition, embracing AI might seem unexpected, but it's the ultimate secret ingredient for brainstorming," Pugh explains in the Google case study. His shops still use the same copper cauldron methods pioneered decades ago, but now Gemini helps accelerate the research phase of product development.
The practical applications are surprisingly sophisticated for a traditional confectionery business. When developing sugar-free fudge recipes, Pugh uses Gemini to research alternative ingredients that preserve taste, texture, and shelf life - work that would have taken weeks of manual research just years ago. "Using the Gemini app, we blend the old with the new, doing research faster and in seconds getting inspiration for alternative recipes," he told Google.
This represents a broader shift happening across British small businesses. While tech giants dominate AI headlines, companies like Roly's Fudge are quietly integrating these tools into everyday operations. The confectionery chain's approach - using AI for creative research while maintaining hands-on craftsmanship - offers a template for traditional industries navigating digital transformation.
Pugh's initial skepticism mirrors that of many small business owners. "At first the term 'generative AI' initially felt a world away from our traditional craft," he admits. The fear was that technology might make operations impersonal or dilute the human element that customers value.
Instead, the opposite happened. Gemini became what Pugh calls "the perfect creative partner," providing research and inspiration that his teams then execute by hand in copper pans. The time saved on initial R&D now gets reinvested into staff training, shop improvements, and family time - including preparing his son to eventually take over the business.
The productivity gains extend beyond recipe development. Pugh uses the extra time to work more closely with his son, ensuring the family business has the modern competitive edge needed for future success. "This is the modern competitive edge he needs to continue to innovate and lead, ensuring our family business continues to thrive for generations to come," he explains.
Google's timing with this campaign is strategic. As AI adoption accelerates across enterprise markets, small and medium businesses represent the next major growth opportunity. Workspace with Gemini competes directly with Microsoft's Copilot offerings, but Google is positioning itself as the more accessible option for traditional industries.
The Roly's Fudge case study illustrates why practical AI applications often matter more than revolutionary ones. Rather than automating core production processes, the company uses AI to enhance human creativity and decision-making - a approach that preserves what customers value while improving operational efficiency.
For other small business owners watching from the sidelines, Pugh's experience offers reassurance that AI adoption doesn't require massive technical overhauls. The key is identifying specific pain points - like time-consuming research - where AI can provide immediate value without disrupting core business processes.
Roly's Fudge proves that AI adoption doesn't require abandoning tradition - it can actually help preserve it. By using Gemini for research and creative brainstorming while maintaining handmade production methods, Pugh has found a sweet spot that boosts productivity without compromising quality. As Google's research suggests small businesses can gain an extra day per week through AI tools, stories like this show the technology's real-world impact extends far beyond Silicon Valley boardrooms.
