Ashfords LLP has advised on the sale of SimplyCook Limited (SimplyCook), the subscription-based recipe box service, to Nestlé UK.
Launched in 2014, SimplyCook, a direct-to-consumer brand, provides more than 130 chef designed recipes with a variety of 18 ingredients to consumers' homes via the post service in a recyclable letterbox-sized box. With more 20 million recipes cooked in households across the UK, SimplyCook is one of Trustpilot's highest ranked recipe kits, making the company an accessible proposition with mass market potential.
The deal will help accelerate SimplyCook’s growth and follows Nestlè’s takeover of Mindful Chef in November expanding their direct-to-consumer portfolio. SimplyCook founder, Oli Ashness, will continue to lead the company from its base in London.
The Ashfords Team was led by Corporate Partner Rory Suggett and included Ross Van De Velde (Corporate Associate) and Iona Jones (Corporate Solicitor) . Rory commented: "We have had the pleasure of working with Oli and the SimplyCook team for several years during which the business has scaled significantly. We are delighted to be able to assist now on its sale to Nestlè and we look forward to seeing SimplyCook’s continued success as it expands in the UK and in other markets”
Oli Ashness, CEO of SimplyCook, says: “Ashfords has been a great partner to SimplyCook over the years and this transaction was no different. Great to have Rory, Ross and the wider Ashfords team on the phone to help navigate through a lot of newness for a first time entrepreneur. Delighted to get this over the line with their help and can’t wait to have a beer with them in six months’ time’”