back to listings SME Profile: AFE Group Ltd T/A Falcon Foodservice and Williams Refrigeration.

AFE Group Ltd T/A Falcon Foodservice and Williams Refrigeration

Bryggen Road
North Lynn Industrial Estate
Kings Lynn
PE30 2HZ

T:  01553 817 000




About Us

Williams Refrigeration is one of the world’s leading manufacturers and suppliers of award winning professional refrigeration and has built a global reputation over the years for performance, quality and value for money. Our vast product range includes high performance, energy efficient and sustainable refrigerated cabinets and counters, blast chillers, coldrooms, back bar, front of house display and specialist bakery equipment.

Our commitment is to help customers meet the demands of complex legislation for food safety and energy efficiency, together with competitive pricing, professional advice and innovative design. Williams’ focus on service and support has led us to attract some of the world’s leading companies as customers.

Since 1980 Williams has developed an enviable reputation for delivering global excellence.

Driven from our global headquarters in the UK, we have established manufacturing facilities in China and Australia and sales facilities around the world.

At the heart of the Williams business is its reputation for excellence, driven by the vision and inspiration of the Head Office team in King’s Lynn and the resources and expertise offered by the technical teams at Williams’ manufacturing locations.

These are backed by sales and service teams at our three UK contracting offices Williams Southern, Central and Scotland, work alongside our network of distributors.

Williams has one of the industry’s most highly skilled and experienced design teams, delivering new concepts and solutions that continue to lead the market.

Manufacturing strategy is driven by best practice and investment in the latest technology. Processes are optimised by automation where appropriate, carefully balanced with manual assembly at critical points. Our manufacturing achievements are underpinned by a programme of personnel development, training, team building and problem solving.

Manufacturing is driven by a ‘right first time’ culture, within a framework of continuous improvement, based on international principles.

Product integrity is assured through sophisticated functional and electrical testing. 
All products are built for performance, reliability and durability, even in the toughest and most arduous of conditions.

Williams ‘right first time’ philosophy means that its products provide years of trouble free operation and are easy to service and maintain. But if things do go wrong, they can quickly be repaired with minimal delays and disruption to the working environment.







Blast Chillers

One and two door upright, under counter and modular refrigerated cabinets in an array of temperatures and sizes.

One, two and three door refrigerated counters, slimline counters and specialist counters available in an array of temperatures, sizes and options.

Two, three, four and five door refrigerated prep counters, mobile prep wells and table top Thermowells available in an array of sizes and options.

Slimline and standard multidecks, sandwich chillers and pastry chillers in an array of sizes, options and coloured finishes.

Reach-in and roll-in blast chillers, blast freezers and blast chiller freezers in an array of capacities and sizes.




Back Bar

Front of House


One and two door upright bakery cabinets, modular bakery cabinets and mobile retarder provers available in an array of temperatures.

Flexible modular coldrooms available in an array of temperatures, sizes and options.

One, two and three door undercounter display cabinets and open topped bottle wells.

Bespoke display refrigeration tailored for any location.

Williams Refrigeration offers comprehensive support and spare parts available directly from Williams.




Williams has extensive experience in the foodservice and bakery markets both within the private and public sectors, and has developed refrigeration to suit.


Refrigeration for the grab and go market

Refrigeration for the public sector

Williams has supplied refrigeration to many of the leading sports clubs worldwide, including football, cricket and rugby stadia.

Williams Refrigeration's range of products tailored specificlly for the fast growing, fast moving grab and go sector. With options for display refrigeration, front of house and back of house refrigeration.

Williams Refrigeration has developed an outstanding reputation for supplying reliable, practical and energy-saving refrigeration for all areas of the public sector for over 30 years - including schools, colleges, universities, hospitals and prisons.


Refrigeration solutions for takeaways

Slimline refrigeration for small kitchens

Pub and bar refrigeration: your one-stop shop

Responding to the increasing popularity of takeaways and street food, Williams has developed a comprehensive range of products that can meet every application.

Responding to the demand for ever-decreasing kitchen space, Williams has developed a range of slim line products that, while compact in size, are big in performance.

Williams has developed a wide range of models that includes bottle coolers, bottle wells, kitchen storage and prep models, salad units, low level cabinets, under broiler counters and wine towers.


Refrigeration for Hotels


With over three decades of experience, Williams Refrigeration’s market leading products can provide a complete solution for every hotel.





Falcon Foodservice Equipment

Wallace View
Hillfoots Road

T:+44 (0)1786 455 200




Falcon Foodservice is the UK's leading manufacturer of professional cooking equipment; supplying operators and chefs across Europe, the Middle East and Asia.

We reached a landmark milestone in 2019, with the celebration of our 200th anniversary. We started off as the Falkirk Iron Company back in 1819, producing high quality cast iron goods such as grates, baths and garden chairs, before moving on to stockpot stoves and bespoke cooking suites. Read more about our history.

We supply all market sectors. Our extensive client base includes chain restaurants, breweries, hotels, hospitals, schools, prisons, the armed forces and marine installations.

A comprehensive product portfolio, made up of well-known brands such as Chieftain, Dominator Plus, Falcon 350, Pro-Lite and F900 Series enables us to provide the best equipment for each kitchen's unique requirements. We are also the exclusive supplier of Lainox combination and high speed ovens to the UK.

Buying from Falcon however is just the start of the relationship. Our experienced and knowledgeable sales team offer in-depth advice and guidance during the product selection process, our responsive technical support is on-hand to provide help if anything does go wrong and our development chef can assist in any culinary matter.



Falcon is the perfect partner for the busy professional kitchen. Our products can be found in every type of kitchen. From hotels and restaurants, staff canteens and school kitchens to oil rigs and support vessels, prisons, hospitals and coffee shops.

Five main product ranges - our new F900 SeriesDominator PlusChieftainFalcon 350 and Pro-Lite are supported by a range of specialised appliances that includes a full complement of combination and convection ovens, high output fryers and steaming equipment. And of course, we offer the very latest Induction hob-based products, including the award-winning four zone oven range.

Falcon equipment is designed very much with the user in mind. Units are rigorously tested and approved by our development chef to ensure that they're perfect for your business. Allowing you to produce consistently great food that will keep your customers satisfied.

Please click on any of the links below for more information.

F900 Series

Dominator Plus


Lainox Combi Ovens


The F900 Series combines performance and style, ideal for any busy professional kitchen.

The UK's leading series of catering equipment, including the award-winning G3101 & Induction series.

High speed ovens that are fast and easy to use.

We have a great choice of touch screen and manually-controlled Lainox combi ovens.

Designed to deliver the performance required by the busiest of kitchens.

Falcon 350

Convection Ovens

High Output Fryers

Pro-Lite Equipment

Serving Equipment

Perfect range of equipment for kitchens with limited space.

Countertop to twenty shelf models - perfect consistent cooking.

For kitchens demanding the best in frying technology & performance.

All-electric, compact, modular equipment for smaller cafés & caterers.

Providing all of your holding and serving requirements.


Groen Units


Surplus Stock


Perfect for production kitchens and large scale catering.

Includes convection ovens, boiling pans and a stockpot stove.

Save money on new, ex-display and refurbished Falcon equipment.



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