68. Bakedin

The baking subscription service – delivering exclusive recipes designed in collaboration with Michel Roux to your door every month

Founders: Joseph Munns, Anna Bridgen and Elaina Mickelburgh
Founded: May 2013 (launched June 2013)
Website: www.bakedin.co.uk

After one too many requests for her sticky toffee pudding recipe from sweet-toothed colleagues, Anna Bridgen decided enough was enough – alongside friends Joseph Munns and Elaina Mickelburgh she set up Bakedin: a subscription service that delivers monthly baking kits with unique recipes.

“The Baking Club invents a new recipe every month in collaboration with legendary chef Michel Roux and sends out boxes containing the required ingredients to subscribers for just £7.99.

Unlike other recipe box subscription services, Bakedin doesn’t just rely on this one revenue stream. It also sells bake-in-a-mug, micro-baking and baking kits in Lakeland, Selfridges and Wholefoods, as well as online via Amazon and Ocado. Last year the company was named in The Independent’s top 15 food subscriptions alongside brands such as Graze, Hello Fresh and Pact Coffee.

So far backed by £160,000 angel investment, Bakedin is currently seeking funding on crowdfunding platform Seedrs to help fund further expansion. Bridgen and Mickelburgh stepped away from the day-to-day running of the business in 2015 but remain as shareholders. Now with Munns managing the business full-time, the next 12 months should see the brand start exporting its wares and investing in customer acquisition to increase the number of subscribers.

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