The Detox Kitchen has announced ambitious growth plans following a £2 million investment led by London based investment firm, Encore Capital and leading industry figures including Jyotin Sethi (JKS Restaurants), the entrepreneur behind some of London’s most successful restaurants.
The business, founded in 2012 by entrepreneur and Chef Lily Simpson, currently incorporates two central London delis, a meal delivery service, and a ready to eat range stocked in Selfridges and Planet Organic, as well as 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. In May 2015 she published her first cookbook, The Detox Kitchen Bible, co-written with consultant nutritionist Rob Hobson, and most recently 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 plans to expand by up to ten sites in the next three years, with a focus on London. Encore Capital will bring experience to the partnership, with previous complementary investments in restaurants and premium health clubs.
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 surrounding nutrition and wellness has meant people are increasingly educated and concerned about the foods 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, healthy food has a broadening appeal.
Lily Simpson, founder of The Detox Kitchen, says: “I am beyond thrilled to be working with Encore Capital to build and grow The Detox Kitchen. Since starting the company I have simply wanted to get more people eating and enjoying healthy food, and with their support we continue to do just that. This is a really exciting time for the business and for our customers.”
Ed Shah, partner at Encore Capital, 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”.
