Low FODMAP food brand, Bay’s Kitchen, has secured a substantial six figure investment from the founder of Tangerine Confectionery, which was sold to Valeo Foods last year. The investment caps off a year of significant growth for the IBS (Irritable Bowel Syndrome) friendly food brand.
With digestive wellness continuing to be a major trend for 2020, FODMAP (Fermentable Oligosaccharides, Disaccharides, Monosaccharides, and Polyols) friendly is becoming a key growth area, with many touting it as the new gluten-free. There are 13 million consumers with IBS (Irritable Bowel Syndrome) that are looking for FODMAP-friendly products and Bay’s Kitchen is a pioneer in this market segment.
Bay’s Kitchen was founded by Hayley ‘Bay’ Burdett in 2018 after she was diagnosed with IBS and told by doctors to follow a low FODMAP diet to help manage her IBS symptoms. Disappointed by the lack of delicious, convenient foods available for IBS sufferers, Bay started on her mission to provide consumers with foods that meet their dietary needs and fit into their busy lifestyles without compromising on taste.
After launching in Ocado 12 months ago, Bay’s Kitchen is now sold in 136 Morrisons stores and is the only UK brand with the low FODMAP certification to be widely available in mainstream retailers.
Currently, Bay’s Kitchen has a range of six stir-in sauces: Mild Korma, Thai Green Curry, and Tikka Masala, award-winning Tomato & Basil, Jalfrezi Curry and Sweet & Sour and has an exciting pipeline of NPD. All products are officially certified to be free from high FODMAP ingredients such as onion and garlic, by Fodmap-Friendly, as well as being vegan-approved and also gluten-free.
Investor Steven Joseph, who has invested in, developed and sold a number of FMCG businesses (including Portfolio Foods, Shippams, British Pepper & Spice, Butterkist and Tangerine Confectionery) over the past 20 years, says, “I’ve been really impressed with how Bay’s Kitchen has been received into the market and the reception it has had with buyers at such an early part of its journey. The ability of Bay to create great tasting products that address a significant market in the UK and overseas gives it a significant opportunity to grow rapidly.”
“With FODMAP-friendly set to see considerable growth over the next few years, there is clear potential for the Bay’s Kitchen business to grow and establish itself as pioneer in this space, and I’m delighted to be supporting the brand on its journey.”
Bay Burdett, Founder of Bay’s Kitchen, says: “The last year has been a blur of activity. We’ve achieved a huge increase in sales, launched six sauces, exhibited at the UKs biggest Free From Shows, and are now stocked in 136 stores. Our support from the team at YF Funding to secure the investment from Steven is the icing on the cake and can facilitate our plans to grow the Bay’s Kitchen range in 2020.”
“We’re proud of what we’ve achieved in just 12 months and can now use this investment to keep up momentum with further listings and large-scale samplings through events, partnerships and shows.”
YF Funding supported the business on their fundraise and the raise will finance a significant increase in trade and consumer marketing as well as infrastructure development to facilitate rapid growth of the brand, which is currently listed in Ocado and Morrisons with plans for significant growth in the next few years.
Justine Moldenhauer, Head of YF Funding, says, “It was a pleasure to help Bay secure this investment. Bay is a really strong founder who is building a great team, her products are delicious, and they could not be more on-trend with a delicious and convenient gut healthy range.”
“Consumers with IBS are an underserved part of the market and I cannot wait to see the brand flourish and launch more products into more retailers in the coming months.”
Bay’s Kitchen range of FODMAP-friendly, gluten-free, vegan-approved stir in sauces features three new flavours – Mild Korma, Thai Green Curry and Tikka Masala – alongside award-winning Tomato & Basil, Jalfrezi Curry, and Sweet & Sour. RRP £3.95 for a 260g jar.