Nestlé to buy UK based recipe company SimplyCook

Image credit: Nestle

The business has helped households across the UK to cook more than 20 million recipes

Nestlé has agreed to acquire SimplyCook, a recipe kit company in the UK, bolstering its food and direct-to-consumer offerings in the UK and Ireland. 

SimplyCook’s founder Oli Ashness launched the business in 2014 to offer pre-portioned blends of authentic flavors combined with easy-to-follow recipes, designed to help consumers cook delicious dishes from around the world. Since its launch, the business has helped households across the UK to cook more than 20 million recipes.

SimplyCook will continue to be led by its founding team from its base in London with the support of Nestlé’s expertise and operations.

This move brings together Nestlé’s extensive expertise in nutrition and industry-leading research capability with SimplyCook’s entrepreneurial vision to make cooking more accessible. With the increasing interest of consumers in food as well as subscription services, Nestlé’s investment in this digital-first business offers significant growth opportunities.

With more than 130 chef-designed recipes, carefully crafted flavour blends with up to 18 different ingredients and nationwide reach through a recyclable, letterbox-sized box that is delivered at consumers’ doorstep via the post service, SimplyCook is an accessible proposition with mass market potential and one of the highest-rated recipe kits in the UK according to independent review site Trustpilot.

The acquisition further expands Nestlé’s portfolio of retail and direct-to-consumer businesses at a time when dining at home has become more important than ever.


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