85. Lily Vanilli

The creative artisan bakery with an army of celebrity admirers

Founder: Lily Jones
Founded: January 2009
Website: www.lilyvanilli.com

We might have chosen Jones’ eponymous start-up after The Independent named her one of Britain’s brightest new food talents. Or because she catered for Elton John’s White Tie and Tiara Ball. The truth is, we were spoilt for choice! Recently named a ‘food heroine’, alongside Delia and Nigella, by Stylist, Jones has utterly spellbound the critics with her unconventional cake sculptures, which have been exhibited in the V&A.

One of the highest-ranking entrepreneurs in Courvoisier’s Future 500 (2009), Jones’ debut cookery book sold more than 80,000 copies and is on its fifth reprint. She has been awarded control of the main food tent at Bestival this year (formerly always Hugh Fearnley Whittingstall’s) and is about to take over a new bakery in Suffolk, boasting a staff of 20.

Startups 100 by Startups.co.uk