Bay’s Kitchen has secured a “six-figure investment” to fund NPD and bring its low-FODMAP range into the mainstream.
Bay’s, a startup producing stir-in sauces aimed at people suffering from irritable bowel syndrome (IBS), launched in Ocado a year ago and is now also available across 136 Morrisons stores in the UK.
The funding came from Steven Joseph, founder of Barratt maker Tangerine Confectionery, who saw a “significant growth opportunity” for the brand as digestive wellness continued to be a “major trend” for 2020.
“With FODMAP-friendly set to see considerable growth over the next few years, there is clear potential for the Bay’s Kitchen business to grow and establish itself as pioneer in this space, and I’m delighted to be supporting the brand on its journey,” Joseph said.
The money will be used to fund NPD, with a new range of low-FODMAP, gluten-free sauces, stocks, gravies and soups – in flavours such as Thai Massaman and Katsu Curry - to join Bay’s lineup in March.
Currently, Bay’s six-strong range of sauces features flavours such as Mild Korma, Thai Green Curry and Tikka Masala.
Part of the investment will also finance a significant increase in trade and consumer marketing as well as infrastructure development to facilitate the brand’s growth.
Founder Bay Burdett, who started the brand in 2018 after being diagnosed with IBS, said: “The last year has been a blur of activity. We’ve achieved a huge increase in sales, launched six sauces, exhibited at the UK’s biggest Free From Shows, and are now stocked in 136 stores.
“We’re proud of what we’ve achieved in just 12 months and can now use this investment to keep up momentum with further listings and large-scale samplings through events, partnerships and shows.”
Bay’s Kitchen was supported by YF Funding, a joint venture between Spayne Lindsay and Young Foodies, on the fundraise.
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