Type Private Area served United Kingdom Founder Oliver Ashness | Headquarters London, United Kingdom Products SimplyCook Recipe Kits Founded 2014 | |
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Industry Recipe box package delivery Services Recipe creation, delivery service | ||
SimplyCook is a subscription based recipe box service based in London. The company provides a monthly box containing four recipes and four nonperishable ingredient kits that are then added to fresh ingredients the subscriber purchases from the supermarket. SimplyCook was founded by Oliver Ashness and offers recipes developed by professional chefs. SimplyCook’s recipes have been featured in Woman’s World, Daily Express, and The Independent.
Contents
History
In 2013, Ashness founded SimplyCook after observing how tedious and expensive it was to try a new recipe. Ashness also noticed that a majority of people cooked the same dishes repeatedly and ingredients to experiment with new recipes were often expensive for one meal. He created SimplyCook to provide a solution to those wanting to have a simple, convenient and cost-effective alternative to expensive food delivery services.
Ashness tested his company idea in 2013 and launched SimplyCook in 2014 with £100,000 from his savings and friends and family. Within six months of its launch, SimplyCook had thousands of consumers.
In 2015, Episode 1 Ventures, an investment company focused on early-stage software businesses, invested $1.1 million in SimplyCook.
Operations
SimplyCook provides a subscription service that consists of four recipe cards and ingredients kits, which are herbs, spices, sauces and other extras needed for the recipe. Each kit contains up to 18 ingredients paired with recipes developed by trained company chefs. SimplyCook ingredients are nonperishable, allowing the subscriber is able to shop for the remaining ingredients at their convenience when they want to cook the meal. The company develops new recipes solely on consumer information by gathering data from the customers' online selections.