Nestlé to buy UK recipe box business SimplyCook

Nestlé has agreed to acquire recipe kit company SimplyCook in a further move to strengthen its direct-to-consumer offerings in the UK.

Founded in 2014, SimplyCook combines ‘easy-to-follow’ recipes with pre-portioned flavour blends delivered directly to consumers.

The company offers its ‘carefully crafted’ flavour blends in a recyclable, letterbox-sized box that is delivered throughout the UK via the post service.

The acquisition will further expand Nestlé’s portfolio of direct-to-consumer businesses at a time when “dining at home has become more important than ever”.

The move follows the announcement last November that Nestlé had agreed to acquire a majority stake in UK meal kit firm Mindful Chef, and the company claims that its latest investment “offers significant growth opportunities”.

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

Stefano Agostini, CEO for Nestlé UK & Ireland, said: “I am delighted to welcome the SimplyCook team to Nestlé. We share an ambition to make cooking more accessible by offering delicious, nutritious and convenient solutions.

“This is an ideal partnership for both parties as Nestlé continues to transform its portfolio and SimplyCook accelerates its growth. There is a growing demand for great-tasting, nutritionally balanced food and this move underlines our focus on investing in businesses with attractive growth prospects and acting on current trends.”

Oli Ashness, CEO of SimplyCook, added: “Nestlé’s experience, operational expertise, and international know-how gives us the opportunity to expand further in the UK and beyond, making cooking more accessible for millions more consumers in far less time than we previously imagined. 

“We already have a great team with a very diverse set of skills which will continue to run the business with the same entrepreneurial spirit and data-driven approach, putting the consumer at the centre of everything we do.”