The D2C subscription-based recipe kit brand founded in 2013 was acquired by Nestle in February 2021. The acquisition aimed to help with brand expansion in the UK and beyond. The business also sells its products via retailers such as Tesco.
The brand has only ever invested in TV, digital and TV sponsorship advertising; and in press until the end of 2019. It currently sponsors Channel 4’s Come Dine with Me and 21% of its Q3 budget was invested in this sponsorship deal.
Earlier this month, SimplyCook’s biggest rival Gousto received £74m in funding, which values the recipe kit company at £1.3bn. The capital will be used to fund capacity and technology to drive growth. Last November Gousto also hired communications agency Bottle to deliver its digital strategy and boost its online presence. The business spent a colossal £5.6m on advertising in the last quarter compared to SimplyCook’s £1.2m, but with Nestle’s backing and huge plans for growth, SimplyCook will be looking for new agencies to devise and implement a multitouch strategy and will be increasing its advertising spend with omnichannel campaigns.