From Crumble to Empire: How a Humble Dessert Built a Sweet Business

Apple crumble with custard is definitely one of my guilty pleasures, so when I heard about this place, I had to dig a little deeper. In the heart of London’s buzzing food scene something sweet has been stirring. Kim Innes, the powerhouse behind Humble Crumble, has taken a classic dessert and turned it into a full-blown foodie phenomenon. What started as a simple stall at Primrose Hill farmers’ market has grown into the world’s first crumble-only bakery. And, they’ve dished out over half a million crumbles in just three years!

Kim Innes, a native of St Albans and the youngest of five siblings always harboured a passion for baking. Without formal training in either baking or business she ventured into the culinary world, driven by a simple yet profound idea: to create a space solely dedicated to crumbles. In 2018 at just 23 Kim launched Humble Crumble from a farmers’ market stall, introducing Londoners to her unique take on the beloved dessert.

The early days were challenging. Kim recalls setting up stalls in various markets, often facing scepticism from customers unfamiliar with the concept of a crumble-only bakery. Some even mistook the crumble topping for couscous. Yet Kim remained undeterred, using customer feedback to refine her recipes and presentation.

Humble Crumble isn’t just another dessert shop, it’s a reimagining of a British classic. Each crumble is handcrafted on-site, ensuring freshness and quality. The bakery sources high-quality, sustainably produced ingredients, such as carbon-negative flour from Wildfarmed and ethically sourced vanilla from Zazu Emporium. By offering seasonal variations and customisable toppings, Humble Crumble has made this traditionally winter dessert a year-round favourite.

The aesthetic presentation, the multitude of flavours and the freedom to customise are all factors that garner viral appeal. From serving crumbles in miniature pumpkins to offering vegan and gluten-friendly options, the bakery continually innovates to delight its customers.

Humble Crumble’s journey from a single market stall to multiple locations across London is a testament to its widespread appeal. The turning point came in October 2020 with the introduction of the Pumpkin-Spiced Crumble. This innovative dessert served in a hollowed-out pumpkin went viral on social media, leading to long queues and skyrocketing demand.

Today, Humble Crumble boasts locations in Old Spitalfields Market, Borough Market, Camden Market, and Covent Garden, with plans for further expansion. The bakery has served over half a million crumbles and continues to attract a loyal customer base.

Kim Innes’s entrepreneurial journey through the rise of Humble Crumble offers a modern blueprint for turning a simple idea into a standout brand, and it’s filled with lessons any aspiring business owner can learn from.

1. Start Small, Think Big 🧁Kim didn’t begin with a shopfront or a slick marketing campaign. Instead, she launched Humble Crumble from a humble farmers’ market stall in Primrose Hill. This low-risk entry point allowed her to test the waters, tweak her recipes based on direct customer feedback, and grow her confidence in the brand. It’s a reminder that you don’t need a big budget to start a big dream, you just need the courage to put your product in front of people and listen to what they think.

2. Embrace Innovation ✨Apple crumble is a beloved classic in British households but few would’ve imagined it becoming the centrepiece of a modern dessert brand. Kim reimagined this nostalgic pudding into something that was not only delicious but also visually stunning and endlessly customisable. By offering build-your-own crumble pots with artisanal toppings and modern twists, Humble Crumble didn’t just serve dessert- it created an experience.

3. Leverage Social Media 📱Part of what fuelled Humble Crumble’s meteoric rise was Kim’s sharp eye for digital storytelling. Instagram and TikTok became key tools for spreading the brand’s aesthetic and voice, transforming crumbles into viral content. With shots of molten custard pours, sizzling fruit toppings, and behind-the-scenes moments, Kim turned a traditional dish into a social media sensation. It's a textbook example of how creative content can build a loyal online following, and drive real-life footfall.

4. Adapt and Overcome 💡When the COVID-19 pandemic threatened to put the brakes on her growing brand, Kim didn’t fold. She pivoted smartly to online ordering and delivery, ensuring the business kept going while others were forced to shut shop. Not only did she maintain operations she expanded her audience and proved that flexibility is crucial to survival in any business landscape.

5. Stay True to Your Vision 🌱Even with rapid growth and a soaring customer base, Humble Crumble has stayed grounded in its core values: quality ingredients, eco-conscious packaging, and community engagement. Whether it’s sourcing sustainable produce or creating a warm, welcoming atmosphere in every location, Kim’s brand never lost sight of what made it special in the first place. It's proof that success doesn’t have to mean selling out, and that authenticity is often the strongest brand currency.

Humble Crumble’s story is more than just a tale of business success; it’s an inspiration for anyone with a passion and a dream. Kim Innes’s journey underscores the importance of perseverance, innovation, and staying true to one’s vision. As Humble Crumble continues to delight dessert lovers across London, it serves as a sweet reminder that with the right ingredients. Anything is possible.

For more information, visit Humble Crumble’s official website or follow them on Instagram for the latest updates and mouth-watering visuals.