Quick Bites – How challenger brands win
with Bay Burdett, founder of Bay’s Kitchen
A brand that tells a story makes us feel empowered. Bay’s story is a personal one, and one that culminated in the founding of Bay’s Kitchen. After being diagnosed with IBS and advised to follow a Low FODMAP diet, Bay shockingly realised that there was nothing available in the UK and had to resort to scratch cooking. With the condition becoming more prevalent and one in five people suffering from IBS in the UK, this was a large audience that deserved to be properly served. So, from making tasty meals for one in her kitchen, Bay’s Kitchen has grown and is now feeding many.
Social media has been a great platform for communicating with like-minded people, educating them on the condition and highlighting the things one can do to manage symptoms and ultimately live a normal life.
Developing a range that was enjoyed by the more than one member of the family was always key for Bay and with time, has managed to introduce products that are certified across a broad range of dietary requirements from FODMAP, Gluten-free, dairy-free and with the majority being vegan approved. This certification ultimately means that Bay’s Kitchen serves a broad and growing segment of the market from those who are gluten intolerant, to seeking healthier alternatives. A great review on Google summed it up nicely; Bay’s Kitchen saved a marriage as both husband and wife get to enjoy the same food.
D2C has been instrumental in the success of Bay’s Kitchen and is currently their biggest revenue generator. With most retailers not taking on any new products during the pandemic, D2C had to work twice as hard for them. It has grown exponentially over the last 2 years with Amazon and other sites continually added to the mix. With an increased number of consumers focussed on their health during the pandemic, it was easy to find Bay’s Kitchen through search and on social media. Additionally, as more people become comfortable talking about the IBS, the more they become knowledgeable and the more they seek the right types of food.
There is no better recognition than getting acknowledgment from your customers, peers, and industry leaders. Bay’s Kitchen has consistently won numerous awards since coming onto the competitive scene in 2019. These range from “Free From Food Awards, Natural & Organic Products, Food Matters Live and Nourish Awards. And as if that was not enough, Bay was shortlisted as a finalist in the Great British Entrepreneur Awards 2021 and has just been made a finalist in the Food & Drink Hero Awards 2022!
And what does success look like for Bay’s Kitchen in 5 years, well, this is what she had to say:
“I would hope that we are more accessible to consumers in the UK and around the world and known as the best Low FODMAP & Free From Food brand in the UK”
With more exciting and award-winning product launches in the pipeline, the sky is certainly the limit for Bay’s Kitchen. Visit bayskitchen.com for more information.
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