Start Up. Start Now.
#61: Humble Crumble: How the world's first crumble bakery is now a multi-million pound business with Kim Innes (founder)
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Episode notes
Humble Crumble - A food stall that started from humble beginnings, today is the world’s first crumble bakery and a multi-million pound business with permanent fixtures in Old Spitalfields and Borough Market. With more than 500,000 crumbles served in the last three years, Humble Crumble has struck a chord with passionate crumble-loving foodies and has no signs of slowing down, with two new sites set to open in London’s gastronomic hotspots Camden Market and Covent Garden this year.
Kim Innes founded Humble Crumble in 2018, but it wasn’t until October 2020 when things took a pivotal turn for her business. With Halloween in sight, Kim produced a moment of magic; introducing the famous Pumpkin-Spiced Crumble, which will forever be recognised as what thrust Humble Crumble into the limelight, making people aware that a crumble bakery existed. The special dessert gleaned viral attention following an Instagram post from Time Out, and then by a TikTok video from a customer. Although London was in a lockdown, the queues simply wouldn’t surrender for Humble Crumble, and the ever-growing demand for the perfect British grab-and-go crumble continues.
Find out more about Kim Innes via: LinkedIn and Instagram.
Find out more about Humble Crumble via: their website, Instagram , TikTok and Facebook.
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