A healthy food delivery service is plotting to open 10 London delis over the next three years after securing £2m from investors to grow the business.
The Detox Kitchen, which was founded four years ago by entrepreneur and chef Lily Simpson, has won the backing of London-based investment firm, Encore Capital, and leading industry figures including Jyotin Sethi, the entrepreneur behind some of London’s most successful restaurants, including Gymkhana, Bubbledogs and Kitchen Table.
The Detox Kitchen currently incorporates two central London delis, a meal delivery service and a ready-to-eat range stocked in Selfridges and Planet Organic, and a best-selling cookbook.
It was born through a gap in the market to make healthy food accessible, delicious and satisfying for busy Londoners on the go.
The delivery service quickly drew a cult following amongst high profile celebrities including Elle Macpherson, Gwyneth Paltrow, Suki Waterhouse and Sophie Dahl, before Simpson went on to open her first deli, in Soho’s Kingly Street in April 2014.
More recently she launched the flagship Detox Kitchen Deli, in Fitzrovia which incorporates a boutique fitness studio.
The Detox Kitchen aims to make London’s high streets healthier, by ensuring that it becomes easier than ever for busy, working Londoners to have access to delicious and natural food that is free from wheat, dairy and refined sugar.
Following the investment, The Detox Kitchen hopes to expand to up to 10 sites in the next three years, with a focus on London. Encore Capital will bring experience to the partnership, with complementary investments in restaurants and premium health clubs.
Ed Shah, partner at Encore commented: “As regular customers we fell in love with the Detox Kitchen brand and what it stands for – delicious, clean and convenient food. Our ambition is to support the team, led by Lily, to expand the business and bring its wonderful food and drinks to a wider audience, both in London and further afield.
The market for healthy eating is expanding rapidly in the UK, with a substantial area of opportunity at mid-range, high street consumer level. The war against sugar, surges in levels of obesity and substantial media coverage around nutrition and wellness has meant people are increasingly educated and concerned about the food they are eating, and the effects it has on our bodies. The Detox Kitchen attracts a wide demographic, both male and female, showcasing that demand for delicious food has a broadening appeal.”