SimplyCook (SC) is a food subscription business that send 4×3 packs of herbs/spices/concentrated sauces in a letter-box friendly package along with simple to follow recipe cards to make 4 meals. The consumer buys the fresh ingredients (protein, veg & carb) in their regular weekly shop to complete the meal . Their website describes the service well:


Why we invested

Great team: The founder CEO Oli comes from a family of food entrepreneurs. Oli has worked in VC and has already built SC to a large subscriber base with minimal funding. He is obsessed by helping people eat better at home on short time and small budgets. Oli has hired an excellent team around him. They are set up for success.

Great product: Usually we ignore our own personal reactions to products we want to invest in at Episode 1, but in this case we all tested SC at home and have all become very regular users of the product. The Bibimbap is amazing! The whole range is excellent and we encourage you to subscribe. You can get £5 off your first box here:

Great market: Given the attractive price point of SimplyCook (£10 for a box of 4 meals), the addressable market could be a large percentage of the cooking public in the UK and beyond. SimplyCook is developing diet specific offerings, currently gluten-free and “light” with more to come, so they will gradually and consistently expand the market they area dressing.


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