Encore backs Detox Kitchen expansion with £2 million investment
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.
Detox Kitchen, 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, and 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 Lily 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, and most recently launched the flagship Detox Kitchen Deli, in Fitzrovia which incorporates a boutique fitness studio.
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, Detox Kitchen hopes to expand to up to ten sites in the next three years, with a focus on London. Encore will bring experience to the partnership, with complimentary investments in restaurants and premium health clubs.
Ed Shah, Partner at Encore 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, both in London and further afield.
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 around nutrition and wellness has meant people are increasingly educated and concerned about the food 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 food has a broadening appeal.”
Lily Simpson, Founder of Detox Kitchen: “I am beyond thrilled to be working with Encore to build and grow the business. 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 company and our customers.”