SimplyCook, a recipe kit with flavour ingredients instead of fresh food, raises further 2M

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SimplyCook, the recipe kit with a flavoursome change, has raised two million in farther fund. Investors in the round are Maxfield Capital, Episode 1 Ventures, 500 Startups, and a handful of unnamed U.K. angels.

Unlike other recipe or banquet kits, such as Blue Apron, HelloFresh, Gousto and Marley Spoon, U.K.-based SimplyCook doesnt send you all of the fresh parts required to turn its recipes into food on your table. Instead, the subscription service consists of recipe cards and what SimplyCook calls parts kits, which are herbs, spices, sauces and other extras needed to cook each meal.

The premise is that SimplyCook isnt trying to replace your weekly fresh grocery shop something that the startups founder and CEO Oli Ashness thinks is a huge ask and instead is attempting to solve recipe discovery, in which too much option is also possible paralysing, and how difficult it can be to purchase the hardest to source ingredients for a lot of recipes, such as various spices, herbs and sauces, particularly in the small quantity required.

The way it runs is as follows: You sign up to SimplyCook online or via the app to receive fortnightly or monthly boxes containing flavour parts( sauces, spices, pastes, wipes etc .) and recipes through your letterbox, to induce cooking new meals easy. Aside from the kit itself, the other main differentiation is affordability, which is a known issue holding back adoption of these types of services. SimplyCook expenses 8.99 to cook 4 new dinners, sans all of the fresh ingredients needed, obviously.

In a call, Ashness, who was previously a VC at Draper Esprit, mentioned SimplyCooks different simulate is likewise reflected in the modest quantity of funding the startup has raised to date compared to competitors. The company main fixed costs is a picking and packing centre adjacent to its main supplier.

Ashness says the additional funding will be used for increased marketing spend, and to further invest in the companys recommendation technology and mobile app. He also tells me he expects to overtake HelloFreshs customer numbers in the U.K. at some point this year.

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