Dessert startup Mighty Slice has won six-figure backing from fmcg industry heavyweight Giles Brook to help accelerate the brand’s nationwide growth.
Brook invested a significant chunk of the £750k round, alongside YouTuber Willne, who has more than seven million subscribers, and Harry Hugo, co-founder of influencer marketing consultancy The Goat Agency.
The three backers join Chelsea FC captain Reece James, who became a brand partner and stakeholder during a pre-seed funding round in 2023.
Founded in 2021 by Emily Tout and Jamie Cumming, Mighty Slice makes cheesecake slices that are high in protein and low in sugar.
The business is on track to break £1m in sales in 2025 and has several new product launches lined up this year. It launched in Sainsbury’s in November, adding to other supermarket listings as part of meal deal options, with new retail partnerships in the pipeline.
“Expanding protein into relevant, high-volume occasions is key to the category reaching its significant potential,” Brook said. “This couldn’t be any truer for Mighty Slice, which is helping consumers get their protein requirements within desserts.
“I’ve invested based on the strength of the brand, product, marketing and performance to date, as well as their forward-looking plans. And it’s all led by two mightily impressive founders.”
Brook, who is a former director at Innocent, a founding partner at Urban Fresh Foods and ex-boss at Vita Coco Europe, has built a substantial portfolio of food & drinks investments, including Pip & Nut, Bio&Me, Freja, Dalston’s, Neat, Fearne & Rosie and Love Cocoa.
“This latest round of funding comes at a pivotal moment for Mighty Slice,” Tout added. “The protein trend has reached unprecedented levels, but with this growing audience comes heightened expectations for taste.
“We’re perfectly positioned to meet both the functional and flavour demands of today’s consumers. The investment will accelerate our mission to disrupt the dessert industry by bringing more healthy indulgence options to a protein-conscious audience, particularly as we expand our distribution footprint.”
Mighty Slice’s three-strong range of cheesecakes boast 16g of protein per serving and were inspired by Tout’s homemade recipes from her days as a fitness influencer.
The business is aiming to capture 1% of the UK’s £1.4bn dessert market within the next three-to-five years.
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