Tangerine Confectionery founder invests in Bay’s Kitchen

By Rod Addy

- Last updated on GMT

Bay's Kitchen products are sold by Ocado and Morrisons
Bay's Kitchen products are sold by Ocado and Morrisons

Related tags Ambient Ingredients & nutrition Finance

Start-up Bay’s Kitchen has secured a substantial six-figure investment from the founder of Tangerine Confectionery to develop its range of foods aimed at people with irritable bowel syndrome (IBS).

The investment caps off a year of significant growth for the food brand, which sees itself as a pioneer in foods low in fermentable oligosaccharides, disaccharides, monosaccharides, and polyols (FODMAP). IBS sufferers are often advised to consume a low-FODMAP diet.

Bay’s Kitchen believes demand for low-FODMAP products will become as big as the appetite for gluten-free foods. It claims there are 13 million consumers with IBS looking for such products.

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 convenient foods for IBS sufferers, Bay set out to provide them with products that could meet their dietary needs and fit into their busy lifestyles without compromising on taste.

Sold by Ocado, Morrisons

After launching in Ocado 12 months ago, Bay’s Kitchen products are now sold in 136 Morrisons stores and the company claims to be the only UK brand with low-FODMAP certification that is widely available in mainstream retailers.

Bay’s Kitchen currently has a range of six stir-in sauces: Mild Korma, Thai Green Curry, Tikka Masala, Tomato & Basil, Jalfrezi Curry and Sweet & Sour. All products are officially certified to be free from high-FODMAP ingredients, such as onion and garlic, as well as being vegan-approved and also gluten-free. 

Investor Steven Joseph, who over the past 20 years has financially backed, developed and sold businesses including Portfolio Foods, Shippams, British Pepper & Spice, Butterkist and Tangerine Confectionery, which was sold to Valeo last month, said: “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.

“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.”

‘Blur of activity’

Bay Burdett, founder of Bay’s Kitchen, said: “The last year has been a blur of activity. We’ve achieved a huge increase in sales, launched six sauces, exhibited at the UK's 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’ fundraising activities. Bay’s Kitchen said the latest move would contribute to a significant increase in trade and consumer marketing, as well as infrastructure development to facilitate rapid growth of the brand.

Justine Moldenhauer, head of YF Funding, said: “It was a pleasure to help Bay secure this investment. Bay is a really strong founder, who is building a great team. Her products 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.”

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