Grubby is on a mission to make plant-based cooking more accessible without costing the earth. A purpose-led recipe kit brand that’s served up over 50k meals since launch. Backed by founders of Skyscanner & World First. Raising funds to accelerate growth through product development & marketing.

  • 130% Quarter on quarter growth to £135K (Q1 21 vs Q4 20)
  • 50k+ meals served since launch
  • Innovate UK grant for Sustainable Innovation + B-Corp™ aspirations
  • Investment from angels inc; founders of Skyscanner & World First


The challenge of people eating more plant-based food lies in people’s kitchens. Most of us have been brought up on meat & two veg and the transition to cooking varied and tasty vegan meals isn't easy.

We aim to remove the friction of cooking plant-based. No frustrating supermarket sweeps for speciality ingredients or complex long recipes - just a simple, enlivened cooking experience without compromise on taste or our planet.

There has been a 400% increase in people moving to a plant-based diet in the last 5 years (2014-19). We estimate the total addressable market is est. 64% of the UK (flexis, veggies, vegans), our minimally packaged kits are appealing to a sizable cross-section.

As a 100% plant-based business, we’re primed at an exciting intersection of 3 rapidly growing areas: food delivery, meal kits, & plant-based.

Our calculations show the leading recipe kits have experienced £385m growth (65% CAGR) since 2015, & it shows no signs of slowing. We aim to take a market share with ‘conscious consumers’ looking for something new. In the past year, we’ve served up 50k+ meals, received 100+ 5-star reviews, gained nationwide coverage, & grown sales 130% in the last quarter to £135k (Revenue YE Dec '20: £81k, P&L: -£47k) .

We're now raising to continue our growth through product innovation, speciality add-ons, & an enhanced digital experience to boost customer acquisition.


Grubby has a passionate & experienced management team with bags of industry experience & knowledge of our target market.

Martin Holden-White, Founder

Before founding Grubby, Martin had spent his career to date in the food industry, taking up management & business development positions at BaxterStorey & Sodexo. He also now Chairs the OCC Trust supporting young people into the sector.

Paul O’Byrne, Operations Director (Part-time)

Ex Operations Director at Feastly & technical consultant at Publicis Media Groupe

Leo Fisher, Marketing Director

Almost 10 years of digital marketing experience working with leading FMCG & luxury brands at award winning marketing agencies.

Song-lian Bongs, Operations Manager

Ex operations and sales roles. Experienced in building strong supplier relationships.

Emmanuel Franklyn Adelabu, Field Sales Director

A face a lot of current customers will recognise! Emmanuel spearheads our field sales team.


Rob Hamilton (Instant Offices) - Non-Exec Director

Founded & sold The Instant Group

Jonathan Quin (World First) - Board Advisor

Founded & sold World First for $700m

David Jenkins (Feastly) - Non-Exec Director

Founder, Feastly

Bonamy Grimes - Investor

Founder & CTO, Skyscanner, Sold for £1.4bn